Pepsi Pulse is an online visualization of conversations about The X Factor. A number of people that agree with Simon or disagree with Nicole appears on the screen along with tweets of fans sharing their opinion. This concept was built by Pepsi in collaboration with Firstborn out in just three weeks, says Ad Age.

Pepsi Sound Off has been modeled after Twitter and messages posted here can be shared on Twitter or Facebook. Fans interact here during the show using a gaming mechanism. People can post comments in a stream and organize streams by popular hashtags.

“Twitter or Facebook are sometimes too broad of a place to have those nonstop conversations [about a show]. A large number of friends who follow [fans] on Twitter or are their friends on Facebook couldn’t care less,” said Andrea Harrison, director-PepsiCo Beverages digital engagement. “The idea was to create a fun place where people can come to have these conversations but also some gaming elements.”

All comments receive ‘likes’ giving viewers a chance to earn bottle caps to use in their updates. The most popular comments of the week will appear in custom 15-second spots running during The X Factor. Pepsi is hoping those spots will entice consumers to participate and drive them to the platform.

According to Ms. Harrison, such co-viewing or social TV platforms “enable the brand to delve into what is exciting consumers, even if it strays beyond The X Factor-specific content.” While promoting Pepsi products sales, this marketing move will also boost the TV show’s solid ratings even more.