The Pepsi Refresh Project

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“The Pepsi Refresh Project: Viral Marketing”

Frederick Thomas

Business 508
Summer 2012
• Dr. Lisa Toson

“The Pepsi Refresh Project: Viral Marketing” 1

Introduction;
Purpose:   Pepsi way of using another avenue in selling their brand product to the public. The Pepsi Refresh Project obligated to make $20M in grants toward social innovation projects selected and voted by the public underneath the signature “refreshing ideas that change the world.” Completed in a 10-month time, Pepsi earned 400 grants from $5,000 to $250,000, the funding creativity started from school dance to pet cause programs, one young teenager came up with the idea to install Plexiglas windshields for an aerodynamic and fuel efficient school bus. Smart.

The motivation, Pepsi brands with social media plus innovative minds with multitude sourced philanthropy. The company believed it could successfully build brand wellbeing, knowledge, liking, and desiring through the socially inclined individuals, the social media campaign rather than the traditional channels of brand advertising used for generation.

Unique program that benefited for Pepsi Refresh Project was “pet causes” the date of Refresh Project launched. Actor Demi Moore and Kevin Bacon made a guest appearance on the Today NBC’s show to get votes on behalf of their pet cause.

Funding

The Pepsi brand disbursed an over-all of $114M on the media here in the U.S 2010. The corporation organized its enormous internal and external marketing also their PR group, counting at the minimum six advertising agencies, to implement the Pepsi Refresh Project.

Social Media Marketing has become exceedingly popular among businesses of all sizes

Social media marketing refers to the process of gaining website traffic or attention through social media sites. “The Pepsi Refresh Project: Viral Marketing” 2

Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns Advantages and disadvantages of Social Media Marketing

Social Media Platforms

Facebook and Twitter are the social media platforms most commonly used for marketing. Facebook offers the option of creating a fan page for a company or product, while Twitter makes use of 140-character posts that users follow. Blogs are online journals written by users, which can be influential in spreading news and information. YouTube is a repository for podcasts and video clips, with a viewership of millions around the globe. Social bookmarking sites such as Del.icio.us and Digg enable users to share links to information with friends and followers. Some sites offer display advertising options, but the majority are simply a method of sharing information with others.

Advantages

The main advantage of social media marketing is cost-related. The majority of social media sites are free to access, create a profile and post information. The advantage of reaching your targeted market for little or no cash investment is substantial, and the audience wanting your information voluntarily joins or follows you. Pay-per-click advertisements on sites such as Facebook are "geo-targeted" according to specific criteria, to...
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