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Take notice of how the advertising world is shifting. Both consumers and businesses as we know them are getting online and following the move to become digitized. Forget the days of magazine print ads, billboards, radio spots, and even television commercials; these are all ok, if you’re stuck in 2008. But lately the advertising world is learning how to use their advertising dollars more effectively and how to communicate with their customers more efficiently solely through digital marketing media. If that seems hard to believe, take it from one of the most successfully advertised corporations in the food industry: PepsiCo.
In previous years, you’re sure to have heard about highly publicized commercial ads that run during the Super Bowl. Who cares about the football game when these 30second commercial time slots are sought after by the best and paid for by the millions? These were the once-in-a-year commercial spots that advertisers and businesses hungered for to ensure maximum exposure and marketing prestige. And for several straight years Pepsi, through their advertising creativity and their impressive advertising budget, was guaranteed to present a Super Bowl commercial that garnered amazement and respect in the advertising community. But this year, Pepsi surprised the marketing world by ditching the Super Bowl.
So, why, with all the prestige that comes with a Super Bowl ad, would Pepsi do this? Well, by going online, they saved money. Instead of spending millions for a Super Bowl commercial this year, Pepsi put their advertising dollars to the Refresh Project. This is a crowdsourcing campaign that asks visitors how Pepsi should give away their grant money. Instead of spending the $33 million they spent last year on their Super Bowl 30-second TV slot, the crowdsourcing Refresh Project will cost $20 million and will attract visitors for the rest of the year. Further, this method also has the potential to attract visitors who may not have watched the famous Super Bowl ads. This bold move is a significant sign of the paradigm shift to the digital, and it’s a step towards the mainstreaming of crowdsourced philanthropy. Overall, it’s another great learning opportunity for all business owners.
Category: Site
Tags: advertising, Crowdsourcing, marketing, pepsico, refresh project, super Bowl, traditional marketing, WSI Digital Marketing,
Written by: Ron McArthur
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 Having joined the company in 2004, Ron McArthur continues to focus WSI efforts on the growth and profitability of our customers, consultants and partners within the WSI e-Marketplace. Ably positioned ...read more |
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