Although Super Bowl cross-promotions are relatively rare, Super Bowl XXXIX included two: One, a collaboration between Volvo and Virgin Galactic (“Rocket”), and this one, a co-pitch by Pepsi and Apple’s iTunes.
Various folks pop open a Pepsi and hear a song, because one in three Pepsi drinkers will win a free download. (This is well before Spotify would arrive in the U.S. in 2011 and begin shifting the paradigm from paying per song to paying per month.)
The spot was created by TBWA/Chiat/Day -- not for nothing, the longtime Apple agency. It follows a similar iTunes giveaway by Pepsi in the 2004 Super Bowl, that one executed by BBDO ("I Fought the Law").