Pepsi Chooses Social Media Over Super Bowl
Pepsi Chooses Social Media Over Super Bowl
Pepsi is more interested in talking with the voices of a new generation than run ads during Super Bowl XLIV. The cola giant is replacing their popular Super Bowl ads with cause-based social media. Putting this in perspective, the last time there was a Super Bowl without a Pepsi ad, John Elway and Phil Simms were the quarterbacks, the half time show was done by high school students and the New York Giants beat the Denver Broncos.Risk-Taking or Innovating?
DM News reports that the soft-drink company "will inject $20 million into its cause-related Refresh [Everything] Project that helps people improve their communities through a variety of projects funded by the marketer."
The RefreshEverything.com web site, slated to officially launch on January 13th, says "We're looking for people, businesses, and non-profits with ideas that will have a positive impact. Look around your community and think about how you want to change it."
They are using a social media strategy that is, in some way, scalable to nearly every business.
According to the post in Media Bullseye, Pepsi took more than a year to plan this and integrate it within their marketing plan.
It ticks the right boxes. The product facilitates the conversation- but the conversation is not about the product. It's about something more important. It's about community- your community- and making it better. The key takeaway for me?: "They are talking about something to which you, the individual, are passionate about. The 'You' part will be a much bigger element in many marketing programs of all sizes in the future."
Yes, this could well be a defining moment in marketing and advertising.
