Since relaunching Pepsi Max last summer, PepsiCo Inc. has leveraged its partnerships with the NFL and NHL to promote the zero-calorie beverage.

Now that it’s MLB’s turn, PepsiCo Americas Beverages has added a high-tech, social media twist.

The beverage giant last week rolled out the first of two new MLB-themed Pepsi Max TV spots. The current ad is themed after the iconic film Field of Dreams and features Ozzie Smith, Rollie Fingers, Evan Longoria and other baseball stars from the past and present.

Through a partnership with Palo Alto, Calif.-based technology company IntoNow, Inc., Pepsi Max is giving baseball fans an additional reason to pay attention to the commercial beyond its creative content.

Consumers can use IntoNow’s iPhone/iOS app that “listens to” and identifies what the user is watching on TV to tag and share the Pepsi spot with their social media friends. The first 50,000 consumers to do that will automatically receive a downloadable coupon for a free 20-ounce Pepsi Max. The coupon is instantly redeemable at CVS Caremark Corp., Target Co. and other retailers’ stores.

“It’s a breakthrough way to connect the medium of TV advertising and the consumption of our product,” said Amy Wirtanen, senior director of marketing, Pepsi.

Sam Duboff, who manages Pepsi Max’s social media accounts, expounded on the promotion in a blog post.

Among other observations, Duboff noted that “people love our ads and engage with our brand, but that experience happens at the home, not in the store. People love our TV ads and people love our zero-calorie cola once they’ve tried it. Loving our product drives consumers to love our ads; with this initiative, we’ve found an avenue to potentially invert that relationship.”

“This is the first time where consumers can close the funnel between a brand experience on a TV commercial right down to a real world drink you can consume,” said Adam Cahan, IntoNow founder and CEO, in a statement. “We’re thrilled to be creating a new consumer experience with a brand like Pepsi Max.”

Pepsi Max is IntoNow’s first brand marketing partner.