Crowdsourcing in Pepsi Refresh Project is a taste of things to c. By Collin Lessing, JVA marketing/communications coordinator Every time I see a commercial for the Pepsi Refresh Project running in a primetime slot I can’t help but get excited.
If you haven’t heard about the program, Pepsi is awarding grants ranging from $5,000–$250,000 that will fund the community-building visions of individuals, nonprofits and businesses. Each month throughout the year, online voters will choose which projects receive grant funding. The idea of the Pepsi Refresh Project resonates along Nonprofit Street for several reasons. The concept motivates people to think creatively about how they can improve their communities.
By rewarding the best ideas as determined by the populace, Pepsi is using the desires of its current and future customers to direct its corporate philanthropy. The Pepsi Refresh Project also represents a high-profile example of an increasingly common trend in fundraising. Successful fundraising in today’s economy may require you to change your game plan. PepsiCo gets more Super Bowl buzz than Coke, even without ads Almost two months ago, PepsiCo surprised the advertising industry by announcing that it will not pitch its drinks on this year’s Super Bowl broadcast.
Ending a 23-year streak, there will be no Gatorade, Pepsi or Mountain Dew commercials. Questions started immediately. With PepsiCo only advertising Doritos, Coca-Cola Co. would grab the lion’s share of pre-game buzz about its drink commercials...right? Uh, not exactly. According to Nielsen Co., PepsiCo is getting more attention on the Web than any other advertiser except Focus on the Family, which is running an abortion-related spot featuring college star quarterback Tim Tebow.
PepsiCo got 21.6 percent of the online chatter about Super Bowl advertisers over the last two months, Nielsen said -- about 10 times more than Coca-Cola. Coca-Cola is no slouch. But Alterian said Coca-Cola was mentioned only about one-third as often as Pepsi in online conversations about the Super Bowl between Dec. 1 and Feb. 3. What’s the Point of Pepsi Refresh? « A. Fine Blog.
What Lessons Will Pepsi Learn About Crowdsourcing for Social Goo. Pepsi is taking a bold move.
It's not spending money on Super Bowl ads for Pepsi beverages. Instead, Pepsi is using the money for lethal generosity through its Pepsi Refresh Project, a crowdsourced cause marketing effort to give away $20 million in grants to help revamp communities. Rather than donating the money to nonprofits through a traditional corporate responsibility grant program, Pepsi will jump on the online contest bandwagon. Pepsi will invite "applicants" to submit big ideas to change the world and then ask a crowd of Pepsi Fans to vote on them. Pepsi will have contests every month for 10 months beginning Jan. 13. According to a post in GigaOm, The Pepsi Refresh Project will award $5,000, $25,000, $50,000 and $250,000 to individuals and organizations that turn good ideas into projects that make a difference.
Health Arts & Culture Food & Shelter The Planet Neighborhoods Education Right now you can give your email to Pepsi to be alerted about details.