Microsoft and Pepsi-Cola North America announced a U.S. promotion to put Xbox 360, the next generation video game and entertainment system from Microsoft, into the hands of thousands of lucky people before the console hits store shelves. Beginning Aug. 28, Mountain Dew, Pepsi’s intense citrus soft drink, and Xbox will award one Xbox 360 console every 10 minutes, 24 hours a day, 7 days a week, for 9 weeks straight.

To play, consumers will collect codes found under the caps of Mountain Dew and select Pepsi products, and enter codes in a personal online account at www.every10minutes.com. Participants will be able to choose which 10-minute drawing to enter and can spread codes across different drawings, or stockpile codes and put them all toward one drawing. In addition, codes entered will automatically earn the participants points toward obtaining collectible merchandise and gear.

Gaming industry executives attending this year’s Electronic Entertainment Expo (E3) in Los Angeles will get an exclusive opportunity to be among the first 10 people to have a chance to win an Xbox 360 through a special “Peel-to-Play” contest. Free 20-oz. bottles of Mountain Dew containing game pieces produced exclusively for the event will be distributed to E3 attendees on Wednesday, May 18 and Thursday, May 19. In addition to the 10 Xbox 360 consoles, winning game pieces will be good for Xbox games, Mountain Dew T-shirts, hats and other prizes.

“The launch of the Xbox 360 is the most anticipated event that will happen in gaming this year,” said Dave Burwick, senior vice president and CMO, Pepsi-Cola North America. “We are thrilled to partner with Microsoft and reward our loyal Mountain Dew consumers with the hottest new gaming technology before anyone can buy it in stores in a way that only Dew can do it.”