• by David Goetzl  @dgoetzl, June 18, 2010

PepsiCo's SoBe is backing a new online talk show on Comedy Central's Web site in conjunction with a new "look under the cap" promotion. The brand will sponsor episodes two through four of the series where comedians weigh in on "technology and pop culture."

The premiere 14-minute episode of "Portable Lounge" is available and emanates from a Bronx bowling alley. Comedy Central said it will film the show at various locations -- "taking it to the streets" -- at barbershops and comic book stores.

SoBe will have a custom segment tabbed "Heads or Tails" in reference to its promotion with the host and guest on the show playing a related game of heads or tails.

Episodes have a host and guest with one segment known as "Tweet Of The Moment," analyzing curious celebrity tweets. A delete-a-friend Facebook gambit will also be included.