Back in 2009, Google created a campaign for its 10 years birthday. It was called "Project 10 to the 100" and was meant to gather a maximum of ideas concerning some major categories like: community, shelter, health, environment, opportunity, energy, education etc.
It made a huge success, providing funds (10.000.000 $) to firms trying to implement new ideas.
Few months later, Pepsi Co. decided to allocate all its promotion budget ($20 millions) for a social media campaign called "Pepsi Refresh". Pepsi Co. payed $142 millions on Super Bowl ads during the last decade, and decided this year to stop supporting one of the most-watched television programs. It's the same concept as Google's "Project 10 to the 100". They have obviously used the huge success of Google's campaign to invest in this new kind of worldwide campaign.
Pepsi Co. is trying to reach everybody who is tempting to change the community or the environment, which links to its usual emblem, “come to Pepsi, come to the new generation”.
Indeed, this advertising campaign “Hit Refresh” is trying to focus on everybody who has a dream to change its community, which means that it is trying to reach the new generation, the young people, people who have a different vision of the world and who are going to change lately our new world. Everybody can bring up his idea, which is the base of crowdsourcing, and then every person can vote to help implement any project that sounds fine for him.
It made a huge success, providing funds (10.000.000 $) to firms trying to implement new ideas.
Few months later, Pepsi Co. decided to allocate all its promotion budget ($20 millions) for a social media campaign called "Pepsi Refresh". Pepsi Co. payed $142 millions on Super Bowl ads during the last decade, and decided this year to stop supporting one of the most-watched television programs. It's the same concept as Google's "Project 10 to the 100". They have obviously used the huge success of Google's campaign to invest in this new kind of worldwide campaign.
Pepsi Co. is trying to reach everybody who is tempting to change the community or the environment, which links to its usual emblem, “come to Pepsi, come to the new generation”.
Indeed, this advertising campaign “Hit Refresh” is trying to focus on everybody who has a dream to change its community, which means that it is trying to reach the new generation, the young people, people who have a different vision of the world and who are going to change lately our new world. Everybody can bring up his idea, which is the base of crowdsourcing, and then every person can vote to help implement any project that sounds fine for him.
Pepsi Co. wants the new generation not only to watch its "Refresh" advertising campaign, but also to share it, to participate in it, and to produce it. In other words, Pepsi Co. wants the people to propose their own projects, to vote on the projects, and to realize them in order to “refresh” the world. This means that it wants explicitly the new generation to watch the world's problems, to think of better solutions and to participate in making a better world.
Pepsi Co. was always been a leader in promoting their shared values, their work towards sustainability, their corporate responsibility and their use of renewable energies.
Pepsi Co. is focusing on the visual communication: It is broadcasting its commercials through MTV channels, and it is launching the biggest billboard campaign in Australia’s history.
On the other side, Pepsi is focusing its efforts on social media (Twitter, Facebook …), obviously in order to reach the young people, or the “new generation”. With the huge growth of Twitter users (more than 1300% per year), Pepsi is taking the lead to spread its message among its consumers (mostly the young generation) using micro-blogging technologies.
Pepsi Co. has proven its ability to keep it with new technologies, to launch new ideas and innovate, and to keep growing and reaching more and more fans.
Posts
No comments:
Post a Comment