Great Success From Social Media over Traditional Media
September 23, 2010 Leave a comment
Back in Jan, I blogged about Pepsi risky move for dumping their traditional Super Bowl Ad over social media for the first time in 23 years. Pepsi spent $20 million on a social media campaign called The Pepsi Refresh Project. The Project was launched on January 13, 2010, allowing folks to submit ideas both big and small for ways to refresh their communities over the course of 12 submission periods.
The company recently said that their Pepsi Refresh Project, has been a huge success. Pepsi further claims that more people have voted for projects pitched to Pepsi Refresh than voted for the last U.S. president.
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I think their second statement is more than a little misleading, considering you can only vote once in the presidential election, but people are encouraged to vote daily in the Pepsi contest. In fact I saw someone who had entered locally asking people to vote from every email address they had, again skewing the numbers of ‘voters’.
This whole initiative is what Pepsi’s social media director, Bonin Bough calls being a “corporate citizen” — mingling your business’s goals with a wider goal of social good. “It’s about delivering sustainable growth in a way that’s investing in a healthier future for people and the planet,” Bough says.
I wonder if their rival coca cola or other beer companies like Bud Light will follow suit. I guess we will find out as we get closer to the next Super Bowl.