How do you get a few thousand folks to come out on a bitterly cold day in Rochester in the middle of winter? Lots of free Pepsi and a Nico & Vinz concert.

Rochester won a nationwide contest conducted by Pepsi to find out what was the most hyped hometown in America. Pepsi machines dispencing complementary sodas were set up across town and the group Nico & Vinz braved the western New York cold for a concert.