Pepsi – no to SuperBowl, yes to social media

Posted on December 24, 2009 by Marek

Here is another symbol of changes. Pepsi resigns SuperBowl ad (and we add that this is the most popular program – because it’s more than live – TV in the U.S., which collects every time millions of television viewers – 95.4 million last time) to promote their brands on social media. It is all about 20 million U.S. dollars and 23-year-old tradition. So it happened. For the first time in 23 years, Pepsi will haven’t an ad in the absolute prime time of American televisions, which is only once a year. Instead, the beverage manufacturer puts on social media the campaign “The Pepsi Refresh Project“. Beginning of the campaign is scheduled for January 13, 2010.

In the ten years (1999 – 2009) Pepsi-only ads during the SuperBowl has released 142 million U.S. dollars.

ABC News says that the abandonment of the SuperBowl is very high risk for Pepsi and is open doors for Coca-Cola. Although rival Pepsi had not yet decided, Pepsi already won – about their decisions will speak to the SuperBowl, and probably in the course. In the end it comes to parting after 23 years.

Reducing spending on television and the transfer of the Internet is not new. Previously acted as the company’s automotive industry.

According to a survey conducted by Forrester Research, over 50% of marketers raises spending for advertising in social media because the Internet much easier to find people exactly match the product and engage them for longer than 30 seconds. For the rest of everyone who knew a little viral marketing knows what’s going on.

SuperBowl will be held on February 7th. At this point, and the Pepsi campaign, thousands of people will be involved “from bloggers to twitters”. It seems that Pepsi for less money get a lot more advertising.

Probably quite recently mentioned something about television, which will be lost and gained is the Internet …

Source: ABCNews.com, Mashable