The Pepsi Refresh Project

Posted by Ricardo | Filed under Viral Campaigns

Yesterday we mentioned that Pepsi opted out of the Superbowl ads. That’s a big move that many found strange.

Instead, they had $20 million invested on a crowdsourced project where people can submit ideas to social causes and get funding for them. It’s called the Pepsi Refresh Project.

From a marketing point of view, this can strenghen their brand and the crowdsourcing aspect can make people be more involved, then tell her frieds and family and thus get a very good word of mouth. Also the voting process on the projects makes people be around the site and further involved with the project. After one wins, then Pepsi continues to have their brand associated with public good.

And, of course, videos were made for the web showing what the project was all about. The first one, more pratical, shows the project and steps to be a participant in it: