Twitter has inked its most extensive partnership to date, this one with Pepsi.

The global partnership, dubbed "Live for Now Music," coordinates with Pepsi's current campaign and new global positioning. It will span 52 weeks.

"This is the biggest initiative a marketer has done with Twitter to date," said Adam Bain, Twitter's president-global revenue. "It ranks as one of the smartest campaigns we've seen on the platform too. ... This yearlong program takes full advantage of Twitter." ...