Pepsi is using image-recognition technology from Pongr to power a competition tied to Wednesday’s debut of Simon Cowell’s The X Factor. Fans photograph the show’s logo, which has been emblazoned on almost 300 million cases of Pepsi beverages, and submit the result via text or email. Pongr’s platform then checks out every image, filtering out those that don’t meet the contest’s criteria.

Consumers whose entries pass Pongr’s test receive links to special digital content from the highly anticipated Fox reality show, including contestant videos and “behind the scenes” videos that aren’t available anywhere else. Among the hundreds of prizes in the promotion, which runs through Oct. 29, is a trip to Los Angeles for two people that includes attendance at a live taping of the show.

“By using our packaging as digital media and as a conduit in to the show, we are bringing the physical and digital worlds together for Pepsi consumers and The X Factor fans,” said Shiv Singh, PepsiCo Beverages global head of Digital. “We particularly like the Pongr technology because it allows millions more of our consumers to engage via our products than if we were restricted to QR codes and QR Readers.”

Pongr CEO Jamie Thompson said his company’s technology enables people to check in with products instead of locations, making that personal engagement concept much more flexible.

“We’re thrilled to help Pepsi activate their traditional consumer packaging for such a fun show,” Thompson said. “Our X Factor is that we can make static brand logos interactive without using QR codes, without requiring any creative modification of the package design and without the need to download any special apps.”

The X Factor is produced by Syco Television and FremantleMedia North America. Simon Cowell, Rob Wade and Siobhan Greene are executive producers for Syco Television. Cecile Frot-Coutaz, Richard Holloway and Andrew Llinares serve as executive producers for FremantleMedia North America.