PepsiCo announced the 10 start-up companies, which will make up the inaugural PepsiCo10, an innovative incubator program that matches technology, media and communications entrepreneurs with PepsiCo brands to activate pilot programs in digital media and social marketing.

Among the selected 10 start-ups are gaming platforms for consumers in restaurants, amusement parks and retail stores; mobile couponing solutions, a still mostly unrealized consumer engagement point for consumer packaged goods companies and retailers; and niche social networking platforms that bring consumers together around common interests, such as music, TV and sports (the full list of participants is here).

«The PepsiCo10 are an inspiring group of entrepreneurs, who represent the best in emerging trends in technology, media and communications,» said B. Bonin Bough, Director of Digital and Social Media at PepsiCo. «With the inaugural PepsiCo10, we are creating a new conduit for digital R&D within PepsiCo and for the industry broadly—an important endeavor as we continue to seek innovative and meaningful ways to connect with our consumers and to transform communications into a business driver.»

Targeted consumers of Gatorade, Pepsi, Frito-Lay, Quaker Chewy granola bars and Pepsi beverages in restaurants will see new digital marketing activations as early as the fourth quarter of this year, thanks to the PepsiCo10 pilot programs.

The rigorous selection process of the PepsiCo10 began in June with an open call for submissions focused on one of four innovation segments: social media, mobile marketing, place-based and retail experiential marketing, or digital video or gaming. The more than 500 applicants were culled down for a second-round RFP and video submission and from there, to 20 for a two-day oral presentation to PepsiCo brand and marketing teams, agency partners and venture capitalists at PepsiCo headquarters.