PepsiCo recently launched the Pepsi Refresh Project, a year?long initiative in which consumers were invited to submit terse videos of ideas that would benefit their communities. Pepsi accepted 1,000 videos each month and posted them online so that visitors to the Web site could vote on them. At the terminate of each month, Pepsi awarded grants of varying amounts to the winning find outs, with the company giving forward a total of $20 million over the year. alternatively of advertising the project in a costly expansion slot during the Super Bowl, Pepsi announced that it would not be doing so and instead posted a video on the Web. The video quick went viral (spreading quickly through the process of internet sharing), with visits to the Refresh Web site soaring an astonishing 800 percent subsequently the Super Bowl in February and staying consistent.
Facebook and Twitter have revolutionized Internet marketing. Facebook has roughly 300 million members worldwide. Twitter claims to log 50 million tweets per day. According to Pepsis CEO, Indra Nooyi, the company is investing one? terzetto of its marketing budget in social media.
Marketing the project on the Web had advantages and disadvantages.
Traffic to the Web site seemed to drib during the first three weeks of each month, then spike during the decease week in the final round of voting, so announcing winners every(prenominal) month was an advantage. Also, people hoping to win grants set up their admit local social media campaigns using Facebook and Twitter, thus generating more furtherance for the project. However, as time went on, these contestants and some celebrity contestants became the sources of most of the publicity.
SEO (search? locomotive optimization) firms watched the campaign closely to monitor its successes and to spot features that could be amend for future campaigns
Sources: Pepsi Refresh Project Web site, http://www.refresheverything.com, accessed troop 11, 2010; Michael Learmonth, Pepsis World Cup...If you want to get a full essay, pasture it on our website: Orderessay
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