The news that PepsiCo dropped their prime time Super Bowl opening ad slot came as quite a shock. Not only will this be the first time in 23 years the infamous Super Bowl will not have one single ad promoting Pepsi, but also the drinks giant will be taking an uncertain gamble by trading it for a $20 million social media campaign.
From what we have all seen in the way of successful social media campaigns in 2009, this transition may prove positive for a brand that has been decidedly disjointed in its recent marketing. The move could show the extensive possibilities social media can open up to Pepsi and others alike.
Unlike rival, Coca-Cola, Pepsi spends almost all of its advertising budget on TV slots and with only 250,000 (actively engaged) facebook fans compared to Coke’s 4 million plus, bosses must have been on the edge of their seats when agreeing the deal.
To implement the new strategy, Pepsi will go full throttle into the increasingly growing field of cause marketing where the company aims to build two-way communication (an updated practice of the good old Grunig and Hunt, 1984 communication model us PR students have drummed into our heads at university) with consumers on how the company can become involved in social causes.
Pepsi’s proposed 'Refresh Project' will provide consumers the chance to vote for suggested projects, and each month Pepsi will award grants to chosen causes.
To me this seems to be a very clever and interactive way for the brand to communicate with its publics through a popular platform whilst demonstrating its CSR credentials.
Other companies have also announced they are too following suit. Controversially ‘healthy’ fast food brand, McDonald’s, for example has recently revealed plans for its Vancouver 2010 Winter Olympics marketing campaign. The media campaign, ‘How do you McNugget?’ will include both a Twitter and Facebook scavenger hunt to promote the athletes favorites, Chicken McNuggets.
So with Facebook, Twitter and other various social media networks so easily accessible to consumers will the move to online marketing campaigns be able to fully fulfill all objectives? Or will it be an unfortunate case of Pepsi putting too many of its eggs in one basket?
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