By Sudarshana Banerjee

Pepsi unveiled two new proprietary digital platforms, Pepsi Sound Off and Pepsi Pulse.  Both platforms will initially focus on FOX’s The X Factor and will drive social engagement around other Pepsi entertainment properties in the future.

Pepsi Pulse is a real-time digital visualization of the conversations taking place on the social web around key Pepsi entertainment properties. The platform shapes the volume of social data into a visual storyline and gives consumers a forum to follow the ‘pulse’ of a certain topic or individual in real-time.

Pepsi Sound Off allows The X Factor fans to connect with each other and incorporates gaming mechanics to enhance the social TV experience. Users log-on to Sound Off using their existing Facebook or Twitter accounts and have the option to communicate solely on Sound Off or share their thoughts on other social media platforms.

PepsiCo partnered with Gigya for the ventures. For Sound Off, Pepsi is leveraging Gigya’s social technology, including its Social Login, Game Mechanics and Comments and Activity Feed plugins.

Shiv Singh (Global Head, Digital, PepsiCo Beverages):We live in a world where people naturally watch a TV show and engage on-line about it – in real time.

(Sudarshana Banerjee is consulting editor with techtaffy.com. She can be reached at [email protected].)