The channel will run alongside Pepsi Max's relaunched website at . Created by Graphico, it encourages users to create and upload video clips showing how they would 'max' their day with £1000.
The YouTube activity follows the brand's launch of digital campaigns on Bebo and FHM.com. All the partnerships were managed by MindShare Interaction.
Pepsi has invested significantly in its Max brand following rival Coke's launch of Coke Zero (see story, page 5). The digital work supports a major outdoor campaign for the brand through Abbott Mead Vickers BBDO and a TV ad starring 'Desperate Housewives'' Eva Longoria.
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