Top super bowl ad spender, Pepsi stays clear of super bowl commercials, this year, and instead focuses on social media.
It’s the first time in 23 years that Pepsi commercials haven’t appeared during the super bowl. Instead, Pepsi has decided to focus on social media marketing. Pepsi’s social networking campaign probably costs a lot less than a full-blown super bowl ad. But the company expects to reach out to more number of people over the course of several months, through Facebook, Twitter and other social media sites.
Pepsi’s Refresh Everything Project on Facebook has more than 350,000 fans and seeks to donate more than $1 million to worthy causes in February alone. The Pepsi Refresh project is a huge hit and has given the brand mileage that can equal even a super bowl commercial. And the great thing is the campaign can extend over a period of several months and is not restricted to 30-odd seconds.