Could a soda really help to make the world a better place? Countlessly we’ve read about social media campaigns that have proved to be beneficial to great causes. After all, social media is about the community, getting heard and getting people involved and sharing experiences.
Coca Cola’s Facebook Fan Page has over 4 million fans. Pepsi doesn’t even compete, with less than 300 thousand fans. Could you imagine a Super Bowl with no Pepsi commercials? No magnetic Justin Timberlake to drag in (pun intended) millions of impressions?
In the past, Pepsi has spent over $140 million on Super Bowl ads, telecasting to the nation. Not this year, though. Pepsi is switching up their strategy. The brand wants comparable levels of engagement with consumers and fans. The Pepsi Refresh Project will grant millions of dollars to fund great ideas. We think this is really great — supporting entrepreneurship! This is exactly the type of campaign that will get a lot of eyes, and has the potential to go viral. Choosing to be social over Super Bowl superstars…
Is this a gamble? Maybe — for a company that spends practically all their marketing and advertising dollars on television spots. But, we think the brand is getting into the right mindset. The campaign has the potential to connect a global community, and provide hope for entrepreneurs all over the world. The dollars that they’ll be spending will have further reach, but more importantly… lasting impact. Social media measurement can be a solid base for brand measurement.
Additionally, it makes sense, for the Internet (more specifically, social media) has proven to be a sound strategy for people and products alike, aimed at today’s generation. The massive brand should be embracing this opportunity, even if it does mean moving away from the appeal of the baby boomers or even the millennial generation. Way to go, Pepsi.
Is Pepsi redefining what important? What really brings out brand loyalty? What does this fight for marketing dollars mean? Share your opinions with us in the comments!
With that, do you know someone who has a great idea and can make a positive impact? Pepsi is collecting 1,000 ideas every month. You can submit & vote here until Jan. 13th.