How excited is Pepsi to confirm today that it’s sole season-long sponsor on Simon Cowell’s US version of The X Factor on FOX this fall? Enough to already have a TV teaser and start dangling Facebook exclusives, including to its Twitter followers.
“Asked if he took any personal joy in stealing the X Factor franchise from Coke, he laughed and said, ‘We love winning. There is absolutely personal joy in getting the X Factor property. I love it,’ he said. ‘But I love it mostly because of what we can do with it.'”[more]
According to the article, Pepsi and FOX will jointly promote their X Factor partnership online and offline, and leverage the crowdsourcing model of the Pepsi Refresh Project to create more fizz online:
Cooper said the social media and local community parts of the Pepsi Refresh Project — which lets people vote to give grants to deserving groups — would be used as a template for X Factor. Mr. Cowell, too, talked up the online opportunities for X Factor and Pepsi.“The social community, the Internet, is going to be a vital part of building up the buzz about this show.”
The big winner, besides Simon Cowell and his partners, may very well be FOX, whose double-fisted ad sales savvy keeps Coke in one hand for American Idol, and adds Pepsi to the other for X Factor.