Comments on: Social: The Pepsi Refresh Project

By: Three reasons why companies will continue to ride the social media wave in 2011 – The Buzz Bin

Mon, 13 Sep 2010 17:49:12 +0000

[...] Tell me what you want, Crowd Sourcing Ideas: I think Pepsi Refresh definitely made a mark on how companies should and shouldn’t go about crowd sourcing in 2010. Yes [...]

By: AWN and Pepsi Refresh « Cracked Mirror in Shalott

AWN and Pepsi Refresh « Cracked Mirror in Shalott — Wed, 11 Aug 2010 01:43:48 +0000

[...] gives out monthly grants based on community support to organizations and projects. (Official Page; Story on it.) You might have seen a version of this commercial on TV, featuring Black Eyed Peas’ [...]

By: gary pagano

gary pagano — Tue, 02 Mar 2010 15:34:00 +0000

The uplink server for the Pepsi project times out before one can submit one’s project. Everyone tries at once after midnight on the 1st. One’s project is reviewed again before can finalize, taking bandwidth. Pepsi has too little servers, maybe.
It’s frustrating.

By: ADV400 Twitter Exercise « Dailing Ramblings

ADV400 Twitter Exercise « Dailing Ramblings — Thu, 04 Feb 2010 01:20:53 +0000

[...] will win finding from $5k multiple times per month up to $250k a few times every month” (digitalbuzzblog.com). Pepsi is using the Twitter account to promote articles written around the web about the campaign [...]

By: MCM

MCM — Fri, 22 Jan 2010 18:39:36 +0000

Super Bowl is an institution. People who tune in EXPECT great ads as they do a great game. It is a turn on. The best ads get talked about in jock circles and beyond. It has peer value. Hope they get their money’s worth out of social media. Anyway, I prefer Coke.

By: my side of the story

my side of the story — Thu, 21 Jan 2010 17:31:39 +0000

interesting. let’s see how it works out but i think they must have had some thing in mind before going for such a big gamble. only time will tell if it will pay dividends or not.

social media has now become powerful. so lets wait and see.

By: J.R. VanWassenhove

J.R. VanWassenhove — Tue, 19 Jan 2010 20:39:03 +0000

It’s easy to associate Pepsi with radical, and memorable Super Bowl exposure. But.. 3D Glasses, Cindy Crawford, and Justin Timberlake may not have the buzz reach that generosity does. In reality, does Pepsi have the luxury this year of hitting one niche market, or is the ‘Refresh’ project a force move for broad appeal and recognition? It seems like there would be nothing better than being remembered and associated with a tangible cause that anyone can relate to, and easily participate in. Kids to Corporations can put their name on this, and that could make this the most ‘Refreshing’ Super Bowl campaign yet.
(And a cold caffeine beverage can certainly inspire the cause).

By: Jay B. Adams

Jay B. Adams — Tue, 19 Jan 2010 18:09:04 +0000

Good Ideal! All I can say is good luck.

By: Boredom Is Your Fault » Blog Archive » Superbowl goes social via the Pepsi Refresh Project

Tue, 19 Jan 2010 17:51:56 +0000

[...] whether or not it lives up to the rhetoric of making the world a better place? Thoughts anyone? via digital buzz blog Posted [...]

By: Doza de digital « Copiii de la CRP

Doza de digital « Copiii de la CRP — Mon, 18 Jan 2010 19:31:03 +0000

[...] Pepsi dă dovadă de mult curaj, renunţând la metoda clasică de promovare prin campanii pe TV şi investind 20 milioane de dolari în campania socială pe care aţi văzut-o în clip. Citiţi o mică analiză aici. [...]

By: Pepsi: Refresh only the USA

Pepsi: Refresh only the USA — Thu, 14 Jan 2010 07:38:17 +0000

[...] for Pepsi- it has long lagged behind Coke in many areas, especially in the online media scene. As this article reports, its Facebook fan page has “only” 250,000 people, versus Coke’s 4 [...]

By: christo

christo — Wed, 13 Jan 2010 20:01:50 +0000

Love this.

By: Pepsi Blows Off the Super Bowl for a $20 Million Social Campaign « Horsepower Marketing

Mon, 11 Jan 2010 17:18:37 +0000

[...] Pepsi Blows Off the Super Bowl for a $20 Million Social Campaign Pepsi Program – Reported by digitalbuzz [...]

By: Chris Englund

Chris Englund — Thu, 07 Jan 2010 17:36:40 +0000

Does Pepsi forget that soda is a very low-involvement product? It seems like this campaign is extremely involved.

@ Kate, I completely understand. I was watching the reel and finished it a bit underwhelmed. There really missed the boat to connect this CSR to their actual business.

By: John Erhart

John Erhart — Thu, 07 Jan 2010 17:21:55 +0000

Millennials will expect more and more of this type of marketing in years to come. I applaud Pepsi’s effort! The promotion (despite some flaws) will generate more buzz/active engagement in the 13-21 demographic than 10 Super Bowls.

By: Chris Harris

Chris Harris — Thu, 07 Jan 2010 10:45:53 +0000

Perhaps an integrated approach would have been best, with some budget still allocated to the Super Bowl, but leveraging a social campaign, which then engaged and spread the brand during and post the event.
Deems like a massive lost opportunity to engage millions and get them involved with their social strategies.

Its an interesting concept and may pay off, they will still need to gun their usual TVCs and ATL – but at the end of the day, I reckon they will wish they had stayed with the proposals for Janet Jackson get her cans out.

By: Danz Holandez

Danz Holandez — Thu, 07 Jan 2010 03:03:34 +0000

Inviting the global online community to participate in USA-only projects (as per page 9 of the toolkit) leaves me with a bad taste. Americans aren’t the only ones who drink the sweet stuff. Perhaps the URL should be http://www.refreshamerica.com or the like.

Thanks, Pepsi. But this Asian will pass for now.

By: Kate Richardson

Kate Richardson — Wed, 06 Jan 2010 03:40:47 +0000

This is an ‘insert brand here’ type of initiative. I can’t see how the idea relates to Pepsi. Coke owns the whole ‘happy optimism’ space.

And I’m not sure that having more fans online equates to winning the game. It needs to be measured in terms of effort (from a marketing perspective), objectives, and how useful all those people actually are.

By: Dina Meek

Dina Meek — Tue, 05 Jan 2010 21:32:40 +0000

I find this to be a very interesting turn. Especially as everything I’ve been reading suggests the best possible way to use SM is to integrate it with your other media. I think keeping a portion of the spend with the SuperBowl might have made more even more sense.

By: ReaderX

ReaderX — Tue, 05 Jan 2010 19:26:13 +0000

Please don’t make outbound links popup windows/tabs. It’s unnecessary (doesn’t keep people on your site, for the marketing drone seeking “stickiness” as if it were still 1998) and it’s annoying to your readers.

By: Lee

Lee — Tue, 05 Jan 2010 18:33:09 +0000

I think Chase did this very recently through Facebook to garner money for special projects and non-profit/charity organizations – $5 million (US).

With the lagging numbers in the Super Bowl for the previous years this move isn’t surprising… great way to start out the New Year for Pepsi.

Not entirely sure how voting on projects will carry directly over to Pepsi sales but should be an interesting ‘social venture capital’ Angel fund endeavor…

Too bad they didn’t partner with someone like Social21 – which does this at its heart throughout the year… http://www.design21sdn.com

By: Will Pepsi’s social media gamble pay off? - mUmBRELLA

Will Pepsi’s social media gamble pay off? - mUmBRELLA — Tue, 05 Jan 2010 05:15:26 +0000

[...] with only 250,000 actively engaged Facebook fans compared to Coke’s 4 million plus, Ideaworks’ head of digital Aden Hepburn asks, will it work? Read more [...]

By: GeorgieK

GeorgieK — Tue, 05 Jan 2010 03:13:23 +0000

This is an interesting initiative, one sticking point would be, it states on the campaign website that entrants are only allowed from the US, shame it’s not truely global, that might have had a big impact in terms of really getting the global social community involved.

By: DuCHe

DuCHe — Mon, 04 Jan 2010 22:14:43 +0000

Coca Cola has been doing a very similar project in Turkey since 2005: http://www.undp.org.tr/Gozlem2.aspx?WebSayfaNo=1938 but of course social media usage is not the same, but the idea is very similar…

By: Tarek Nasr

Tarek Nasr — Mon, 04 Jan 2010 19:45:46 +0000

This concept is a winner; will reap great benefits; Im sure the people at coke are scrambling to reply; no risk at all and can be pushed with their TVC and other traditional ATL vehicles; very powerful, emotional and consumer centric; GREAT WORK