- Forrester Councils
- Councils Overview
- log in
Posted by Augie Ray on January 3, 2010
If you track Social Media news, I'm sure you saw the eye-catching headline: "Pepsi's Big Gamble: Ditching Super Bowl for Social Media". For the first time in 23 years--23 years!--the brand will not be purchasing a Super Bowl spot. Instead, it is sinking $20M into a Social Media program called Pepsi Refresh. The Pepsi Refresh site will allow people to vote for worthwhile community projects, and Pepsi expects to sponsor thousands of local efforts via this program.
What does this news mean to marketers? Some potential ramifications (and non-ramifications) include:
Early next year we'll find out how Pepsi's decision to trade the Super Bowl for Social Media plays out, but it's already earned the brand enormous visibility. Articles about their decision can be found on ABC, CNN,NPR, Reuters, AP, Wall Street Journal, and others. Of course, the first brand to dump Super Bowl advertising in place of Social Media marketing will earn headlines; the fifth brand to do so will not.
So, how are you going to use Social Media to give old tactics and strategies new life in 2010?