Old brand, new tricks

Pepsi has launched new efforts meant to engage and entertain online audiences while, of course, branding the beverage maker's popular drinks.

The soft-drink giant recently launched Youniverse.com, a social network for fans of European soccer. The site hosts personal profiles that highlight individual soccer likes and dislikes, and connects users with others around the world.

Youniverse is US-ready; ironically, the site will not launch in Europe — the home of the sport — until later in the year.

Pepsi also created a series of short videos branded by Mountain Dew with a story arc that viewers can manipulate. In the style of "Choose Your Own Adventure," viewers will be presented with options that determine the course of the story at the end of every episode.

The episodes debut in June; where they'll show up has yet to be determined.

The campaigns follow the launch of Pepsi's Tava effort. Tava.com has been positioned as a social space for music downloads and lifestyle news.