Pepsi is launching a branded channel on YouTube that lures users to its own website with cash prizes.

Pepsi UK is planning to use YouTube as a bridge to drive traffic to its own recently launched video-based website, maxyourlife.com.

The promotion, for Pepsi Max, uses two straplines - "Max your YouTube" and "Max your life" - and invites users to make and post a video of how they would use £1,000 to "max" their day.

One posting currently on Pepsi UK's campaign website features two young school boys that want the money to go on a school rugby trip.

The YouTube channel, which launches on Wednesday, invites users to visit the Pepsi website and upload a video.

Visitors can vote for their favourite each day, with most popular winning £1,000.

Pespi hopes to go beyond using YouTube purely for short-term promotional purposes and to build the popularity of the Pepsi Max website in its own right for future independent campaigns.

Pepsi UK has also tied up with Bebo.com and FHM.com as part of the Max campaign.

Bebo users will be able to "Max their Bebo experience" with various Pepsi content such as videos and a "skin" for their homepage.

Pepsi is also running sponsorship and competitions in conjunction with FHM.com.

The lads' mag website has also introduced community website-style features such as personal profiles and Pepsi is providing users with content to use in their profiles.

The FHM tie-up includes cross-media promotional activity with the monthly magazine.

Content for the three partnerships has been developed by web agency Graphico. The partnerships have been struck and handled by Mindshare Interaction.

The new online activity follows a successful TV campaign featuring Desperate Housewives' star Eva Longoria.

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