With the Superbowl fast approaching, there’s lots of chatter regarding the epic advertisements that are known to make the most of the astronomically expensive commercial airtime they purchased. These commercials are so great that some people tune into the Superbowl JUST for them. Companies are aware of this, and sometimes go overboard in the ad production, resulting in it being banned for some reason or another. It’s interesting to note, though the commercials that do not make it on the air are uploaded and discussed online. The week before the Superbowl, the Internet is packed with information about banned ads and the effectiveness of the advertisement. Remember this one?
Taking into consideration that the ads are banned, they receive an enormous amount of viewing activity thanks to the rise of YouTube. So much attention that it’s been said some companies purposely create commercials with the intention of the being banned. This just shows the power of social media and interestingly enough, Pepsi has figured this out. This is the first year in 23 years that Pepsi is skipping out on paying millions for airtime and opting for another kind of viral marketing campaign. Named “Refresh Everything”, this is how Pepsi plans to use social media to better the world.
“Instead of pouring millions of dollars into a Super Bowl commercial, Pepsi has started a social-media campaign to promote its "Pepsi Refresh" initiative. Pepsi plans to give away $20 million in grant money to fund projects in six categories: health, arts and culture, food and shelter, the planet, neighborhoods and education.”
The following is an ad for the Refresh Everything Project. Nothing makes me happier than seeing a large corporation spend millions on positive initiatives – especially the environment, since human activity is not helping global warming. And really, we know how many people the Superbowl attracts, but spending millions on a 60-second ad compared to this Pepsi Refresh Everything Project seems stupid. Social Media for the Win!
And for the record, I’ve always liked Pepsi products better than Coke.
This is the first I have heard about the Pepsi Refresh campaign, and I must say it sounds like an excellent use of social media. I recently wrote a blog bashing Pepsi’s earlier attempt to create and brand a cheer for Canadian hockey. http://theubiquitouscivilian.blogspot.com/2010/02/eh-oh-canada-go-national-disgrace-and.html. In this attempt Pepsi failed to make use of the participatory nature of social media. This is a stark contrast to this new viral campaign, which seems bent on promoting the involvement of citizens.
ReplyDeleteI guess that Pepsi has learned from their experimental run on Canadian soil and is ready to attempt another viral marketing campaign. I have to say this seems like a much better idea, which will truly evoke the participatory nature of social media. Although I am still sceptical of corporate involvement in social media, and the effect it will have on its democratic function.
I was also thinking that while Pepsi did not spend any money on super bowl advertisements both Gatorade and Doritos did, and they are a part of the Pepsi Corporation. Just thought that was an interesting side note, I noticed because I was watching the ads on YouTube.
Wow! This is also my first time hearing about the Pepsi Refresh campaign, but it certainly sounds like a wonderful use of social media not to mention millions of dollars going to numerous worthy causes that would otherwise go to a 60 second Super Bowl commercial that is soon forgotten.
ReplyDeleteIt's great to see a such a large multi-national corporation like Pepsi taking an interest and taking active initiative in beneficial marketing campaigns. The critic in me wants to believe they're only doing this to further their sales in a very un"refreshing" manner. But this new campaign is definitely a step in the right direction, and hopefully more large companies will create marketing campaigns like this one!
Thanks for your comments. I too am skeptical of corporations getting involved with "social good", but hopefully they're taking this opportunity to spend some money positively. I truly think it's a positive project, and a different image and feeling I've ever felt by watching something created by Pepsi. And thanks for also pointing out that Pepsi did indirectly spend money at the Superbowl but with different brands. I guess they can't help but spread out their marketing techniques.
ReplyDeleteI wonder if someone in the WLU community will get a grant?