YOU WANT A 7-UP WITH THAT PIZZA?

On the Net, as in the NBA, if something works once, you go to it again. Except, of course, if your center is Patrick Ewing.

That's the thinking behind CDNow's teaming with 7-Up for a custom-CD promotional campaign in the wake of the e-tailer's similar recent promotion with Pizza Hut. The combo of CDNow's little round things and Pizza Hut's bigger round things was not only a branding coup for the struggling netfit, it also generated a short-lived but emphatic marketshare spike that shot CDNow ahead of Amazon.com for the first time ever.

For this 12-to-24-targeted follow-up promo, "Tune into 7-Up," 26 mid-sized and compact record labels, including Artemis, Tommy Boy, V2Trauma, Capricorn and Matador, have supplied 200-plus tracks from high-profile (Moby, D'Angelo, Everclear), tres hip (Pavement, Yo La Tengo) and animal-named artists (Kittie, The Flys). From this stylistic potpourri, winners can assemble seven-track CDs online. One out of every 12 of the 75 million specially marked 7-Up cans and bottles will contain the free-CD offer on the underside of the peel-off sticker or twist-off cap (an even littler round thing); that's a potential 6.25 million discs for CDNow to manufacture at its plant in Ft. Washington, PA. The redemption site's URL is cdnow.com/7up. CDNow wants you to drink up and drink often.

Why didn't Seagram get in on this? Wanna download a wine cooler? Edgar, hello.