October 2011 Archives

Physio-Digital + Cause + Shopper Marketing


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Probably one of the most exciting parts of working at PepsiCo Beverages is in seeing the physical and digital worlds come together especially as the whole cause marketing space gets more directly integrated with brand marketing. This PepsiCo 7-Eleven program is a perfect example of that and one that I find to be awesome.


For every 20 oz. Pepsi product bought from 7-Eleven, we will donate five cents to the good cause. If the person also checks in using Facebook Places, we will double that donation. Feeding America provides emergency food assistance to those who are food insecure. Its network of food banks supply food to more than 37 million Americans each year, including 14 million children and 3 million seniors. The program is being promoted both in-store and online, with case cards on Pepsi end-caps, and advertising on Facebook and participating food bank websites.

A Love Letter from Brand Marketers to Silicon Valley (republished from Ad Age)


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For too long, the digital industry has looked at brands like Pepsi simply as a monetization strategy. What's worse is that sometimes our digital friends view us as being uninformed members of the digital ecosystem - something akin to prey. Not only is that perception misinformed, its going to start impacting the bottom-line of many companies in the digital ecosystem.

On the brand side, marketers cannot afford to play that role anymore. We need to show a much stronger return on all our marketing investments just as we recognize that traditional forms of marketing (ie banner ads) aren't as effective as they once were. We also understand technology better than we're often given credit for. If you treat us as your monetization strategy, you probably won't get much attention from us.

So how do we think about our roles in the digital ecosystem? I like to think of it as four key points:

The role of brands extends beyond simple advertising and is evolving towards meaningful sponsorships, content curation and creation. The way Pepsi is partnering with the X-Factor across retail, in show and online (check outPepsi Sound Off and Pepsi Pulse) is an example of this. The same applies with our Call of Duty Mountain Dew partnership. Specially marked Mountain Dew packaging will feature codes that give double XP time to players in the multi-mode of Modern Warfare 3 when the game launches in November. This isn't traditional marketing.

This piece by me was first published in Ad Age.

Marketing in Steve Jobs own words. From 1997


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Enough said. Via Ad Age

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This page is an archive of entries from October 2011 listed from newest to oldest.

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