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The fight for social media just got turned up to 11. There’s a lot of money at stake and everyone wants it. Ad agencies and traditional media will be doing their best to make advertising look and act more like social media.
This is sad to me because I don’t think anyone owns social media. Each discipline brings it’s own unique perspectives and strengths to social media.
Overall this reinforces my belief that there should not be separate marketing and PR disciplines inside companies. As social media drives digital convergence, Marketing, PR, and Advertising need to be working together not being territorial. That means everyone needs to be willing to sacrifice their sacred cows and work for what’s best for the customer and the company.
Pepsi to Skip Super Bowl Ads in Favor of $20M Social Media Campaign
That could be changing. For the first time in 23 years, Pepsi will not have any ads in the Super Bowl. Instead, the company will be spending $20 million on a social media campaign it’s calling The Pepsi Refresh Project.
Rather than spending money on a Super Bowl ad, Pepsi will launch the Pepsi Refresh Project on January 13, 2010. At that time, users can submit their ideas to Pepsi for ways to refresh their communities, making the world a better place.
It’s also important to note the social innovation angle. I hope this isn’t just an afterthought but core to the effort. Ultimately the Mashabe article points out that it’s all in the execution. I for one hope Pepsi pulls this off. I think it’s the right move.
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Should we assume that Pepsi sees greater ROI with this social media campaign than with their traditional super bowl ads?
Posted by Bukola Ekundayo | 23. Dec, 2009, 7:22 pmOr their at least willing to test out that theory. We'll see.
Posted by tacanderson | 23. Dec, 2009, 7:29 pmI think this is great. But it's important to note that the 20 million is going to fund many of the charitable projects. I'm very curious to know how much of the budget is actually going into the marketing effort. If it's low, then this concept isn't all that new.
Posted by Len Kendall | 23. Dec, 2009, 7:48 pmIt's not new at all. And it's not even new that a company stop advertising during the Super Bowl. It is new that a company declare they are stopping Super Bowl ads specifically for social media.
Personally I'm glad they aren't spending that much money on social media. Social media shouldn't cost that much. It will be interesting to watch.
Posted by tacanderson | 24. Dec, 2009, 3:29 amI'm sorta surprised… a lot of people only watch the superbowl for the commercials.
But I guess they haven't been “great” commercials for a couple years now…
Posted by promotional products | 28. Dec, 2009, 12:26 amI'm sorta surprised… a lot of people only watch the superbowl for the commercials.
But I guess they haven't been “great” commercials for a couple years now…
Posted by promotional products | 28. Dec, 2009, 8:26 am