Pepsi Builds Buzz for The X Factor Launch on FOX

Now that the debut of Simon Cowell's US version of The X Factor is just hours away on Wednesday evening, expect the Fox hype machine to go into full tilt boogie mode. And with the air charged with all that promotional buzz, what could be more enticing to fall TV viewers than a chance to get exclusive behind-the-scenes sneak peeks at the show?

Pepsi has announced a new nationwide retail promotion that gives consumers not only "daily, never-before-seen The X Factor videos" but also the opportunity to win prizes including a trip for two to Los Angeles to attend a live taping of the show this fall.

Through October 29, if consumers snap and submit a photo with their mobile phone or other device of select Pepsi products co-branded with The X Factor, they'll get the exclusive videos "with new content uploading every day." They'll also be eligible for 600 daily prizes in addition to the L.A. trip. offered by Pepsi, the "premier partner" and primary sponsor of the show.

So what are these devoted fans likely to see that TV viewers won't? Simon Cowell changing from one v-neck t-shirt into another? Paula Abdul caught in one of what must be a continual stream of thank-yous to Cowell for resurrecting her judging career, which he apparently helped interrupt on American Idol? Shots of Idol spies being caught red-handed on the set?

One thing is a sure bet: If PepsiCo marketers are sincere in wanting to restore the market share of their venerable Pepsi brand, they picked the right vehicle in The X Factor. And for the first time in a long time, the Coke brand might have competition to worry about — along with American Idol and those other talent shows vying for viewers.