Pepsi Dumps Super Bowl for Social Media
Posted by Vaibhav Kalamdani on December 26, 2009
Those who are skeptical about social media’s popularity and ability might put their thinking caps on after reading this post. World’s renowned cola brand Pepsi has astonished the advertising industry by its latest move to ignore Super Bowl this year and instead focus on social media. For those unaware, Super Bowl is the championship game of the National Football League, and is considered as the most-watched American television broadcast.
Pepsi, in an effort to leverage social media, has opted to award grants of thousands of dollars in its “Pepsi Refresh Project”, which would be rolling out in January, 2010. As social media is all about people and communities, that’s exactly what Pepsi would be focusing on. It would allow people to visit the “Refresh Project” via several social media platforms and suggest ideas on how the brand could refresh their community. The next process involves voting, which would be carried out during February. Finally, the amount of money ($20 million) saved by not advertising through Super Bowl would be diverted to the project in form of prizes.
Mission Social Media – Would it be Successful?
Over the years, consumers have seen Pepsi as a brand associated with celebrities like Britney Spears, Cindy Crawford or Justin Timberlake, thanks to Super Bowl. But with the change in decision to adopt social media and build communities for a cause, could it mark as a milestone for the company in setting up a trend for other players? Will social media prove to be the right decision for Pepsi over Super Bowl? It is difficult to predict! However, one thing that is indeed certain is that if the plan works, the social media fraternity would be taken even more seriously, forcing other brands to consider it as a powerful marketing medium.
This entry was posted on December 26, 2009 at 8:22 pm and is filed under Business and Social Networking/Social Media, Social Media Promotions. Tagged: marketing and promotion, Pepsi Refresh Project, social media, super bowl. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.