PepsiCo Inc. is partnering with Fox to help promote its new television series "The X Factor" and the company has opted to use image recognition instead of QR codes for the campaign.

The campaign, which runs through Oct. 29, lets consumers snap pictures of X Factor-branded Pepsi products for a chance to win prizes. The company decided to use image recognition for the campaign to reach as many customers as possible.

?When we looked at all the research, we saw more people that who use SMS and take pictures on their phone than those who have a QR code reader,? said Shiv Singh, head of digital for PepsiCo Beverages, Purchase, NY.

Fizz factor
To enter the campaign, consumers can take a picture of any Pepsi product that is branded by The X Factor via their mobile devices.

In addition to texting in a picture, consumers can also email it to .

Users are then sent a response by either SMS or email with a link to a promotional video clips leading up to the premier of the The X Factor on Sept. 21.

After consumers watch the clip, they can enter to win.

Pepsi is giving away a grand prize trip for two to Los Angeles to watch a live taping of The X Factor each day until Oct. 29.

Consumers are also automatically entered to win other daily prizes as well.

Drink up
This Pepsi promotion is far from the company?s first foray into mobile.

In 2003, Pepsi's first mobile initiative was an SMS program that let consumers text in unique codes on Pepsi products to win cash prizes.

Recently, Pepsi?s SoBe recently rolled out an app that let consumers try on fun facial features and interact with the brand (see story).

By using SMS and email, Pepsi is able to build up its database to better target campaigns and products to consumers.

?We want people to think of our products when they are walking down the supermarket aisles,? Mr. Singh said.

?For us, the ability to bridge sales and products with rewards is exciting and something we will continue to do in the future,? he said.

?We have the possibility to build loyalty and engagement up until point of sale for our products, and mobile is a great way to do so.?

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York