Fox has pitted The X Factor judges against each other in a Twitter battle, urging fans to vote for their favorite judge with hashtags. The winner will be revealed during the show's season premiere Wednesday and Thursday.
Britney Spears, Demi Lovato, Simon Cowell and L.A. Reid each chose their own hashtag for the competition:
The judges, their fans, former contestants and celebrities have rallied since Monday to sway the votes.
An amazing day, I also saved ten rescue puppies from drowning. #mrniceguy @thexfactorusa— Simon Cowell (@SimonCowell) September 10, 2012
Can't wait to watch my girl @ddlovato on @thexfactorusa tomorrow! You got this Demi! #GoodLuckDemi #QueenD— Kim Kardashian (@KimKardashian) September 11, 2012
My fav X Factor judge is @la_reid! because #ImEpic— Avril Lavigne (@AvrilLavigne) September 12, 2012
Who's watching @thexfactorusa tonight? I know i am! Oh. And #ItsBritney i love @britneyspears.— Josh krajcik (@joshkrajcik) September 12, 2012
This isn't the first time an entertainment brand has implemented hashtag voting to incite buzz for a show. Most recently for the Video Music Awards, MTV asked people to vote with hashtags in the Most-Share Worthy Video category, attracting 50 million tweeted votes over the course of nine days.