The Super Bowl will be a little different this year as companies like FedEx, General Motors, and Pepsi are forgoing their past Super Bowl commercial model. With the economy still in the toilet, the reported $3 million price tag for a 30 second spot is just too much.Instead, Pepsi will opt for the much cheaper and steadily growing option: online marketing. Pepsi plans to focus on cause marketing ads with their Refresh Project, which will address consumer's opinions on sustainability and environmental and social concerns. The company will spend $20 million on this, accepting 1,000 new ideas every month (starting February 1) and allowing the public to vote for up to 10 ideas every day. The winners of this contest will receive lofty sums. Two will win $250,000 and 10 will get $50,000.
According to Pepsi spokesperson Nicole Bradley, the main goal of the project is to create an accessible discussion between loyal and prospective customers. Bradley tells DMNews, “The Super Bowl broadcast can be an amazing stage for broadcasters, and [PepsiCo subsidiary] Frito Lay will be there in a big way. But our beverage brands’ marketing strategy in 2010 [is] less about a singular event and more about a movement. We are always looking to further develop our two-way conversation with consumers.”
Way to employ social media Pepsi! And, way to use social media to do some good in the world!
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