Pepsi is ramping up the cola-wars on social media with a move to stream live video from concerts to its followers on Twitter.

The deal with Twitter is a part of it’s global advertising campaign and will also feature a television ad with singer Nicki Minaj.

Pepsi needs to refresh its marketing to win back fans from Coca-Cola. The Sacramento Bee notes that up to $600 million in additional marketing for Pepsi has been put aside for this year and that the loss of market share to Coca-Cola has brought about criticism from investors.

According to industry monitor Beverage Digest, in 2010, Pepsi was knocked from the Number 2 place by Diet Coke in the U.S., with Coca-Cola retaining the crown as the top selling fizzy drink.

pepsi Pepsi and Twitter partner to stream live video of concerts to followers

Music, social media and cola are not an unusual combination. As we reported earlier this month, Coca-Cola is partnering with Spotify to get users to associate the sounds, platform and brand together.

Both of the big cola brands have a strong cultural link to music culture through sponsorship, advertising and presence at gigs. The connection for consumers with Pepsi has been strengthened in the past with performers such as Michael Jackson, Britney Spears and Beyonce appearing in adverts.

The details of the deal have not been released.