Pepsi Skips Super Bowl for Online Engagement With a Cause
ADOTAS – In the football world, we’ve been in a bizarro universe the last few years as the commercials during the Super Bowl have been pretty lackluster while the games have been exciting. With the economic slowdown, shelling out a few million bucks for 30 seconds of air time (not to mention the outrageous amounts spent on actual production) hasn’t seem liked a thrilling proposition.
So it wasn’t that surprising to hear that former big spenders General Motors and Pepsico beverages were forgoing the expensive slots (for anybody worried, Pepsico’s Frito Lay division will still be airing Doritos commercials). However, Pepsi isn’t forgoing advertising during the big game, but putting a digital and charitable twist on it.
As part of the charitable initiative the Refresh Project, Pepsi will launch the website RefreshEverything.com on Jan. 13, where visitors can suggest community rehabilitation projects. From Feb. 1, users will vote on which projects should receive what percentage of $20 million that Pepsi is investing in the Refresh Project.
While voting visitors will be asked to contribute their emails for updates on the project status, a Pepsico representative told DM News that the goal of the project is creating a dialog with consumers and learning other ways Pepsi can participate in social causes that interest them.
So instead of flash and celebrities, Pepsi is attempting to engage consumers in community service. No clue whether it will work, but the company certainly scores points for nobility.
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