Tag Archives: super bowl

A Super LetDown

3 Feb

The words of ex-Cowboys quarterback Troy Aikman echoed from the screen, bidding North Texas residents to play nice with SuperBowl guests, like a mother warning her children through clenched smiles to behave in front of company. Continue reading

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Pepsi’s Plunge into Social Media

8 Mar

Pepsi Refresh Initiative AdvertisementWhen Pepsi announced its decision to sit on the sidelines of this year’s Super Bowl, doubts mounted.  Did the rash move pay off?

Forgoing its 23-year legacy of Super Bowl Advertising, Pepsi delegated the $20 million that would normally be used for the procurement and creation of 30 second ads to a series of grants.

With the mission of “refreshing the world,” Pepsi allows customers and users to submit project ideas in one of six categories (Health, Arts & Culture, Food & Shelter, The Planet, Neighborhoods and Education) in which site visitors can vote on their favorite ideas.

In theory, the campaign is a great idea.  Pepsi will simultaneously receive valuable (and free) marketing research about what social causes matter most to its customers and will build another differentiating advantage that will boil down to customers’ decision at the point of purchase.

Implementation is key. Continue reading