http://www.xbox.com/en-US/news/2005/0517-MtDewXbox360Giveaway.htm
May 17, 2005, Los Angeles, Calif.—Microsoft® and Pepsi-Cola® North America today announced a U.S. promotion to put Xbox 360™, the next-generation videogame and entertainment system from Microsoft, into the hands of thousands of lucky people before the console hits store shelves. Beginning August 28, 2005, Mountain Dew (Pepsi’s intense citrus soft drink) and Xbox will select a winner of an Xbox 360 console every 10 minutes, 24 hours a day, seven days a week, for nine weeks straight.