Shiv Singh: February 2011 Archives
The pug ad was part of the "Crash the Super Bowl" contest, which Doritos has been doing for five years. This year, the contest was fueled by a new collaboration between Pepsi's (PEP) Pepsi Max soft drink and corporate cousin Frito-Lay chip brand Doritos. The contest is one of several efforts by Pepsi not just to engage its consumers in social media, but to start deeply-involved, closely-watched dialogues with Pepsi-drinkers.
Besides "Crash the Super Bowl" Pepsi is re-launching its online charity campaign called "Pepsi Refresh" for the second time in 2011. In 2009 Pepsi launched a "DEWmocracy" campaign around its Mountain Dew brand that asked consumers to vote on new flavors for the drink that were released in 2010.
The Pepsi marketing team has had to relinquish a certain amount of control to buyers to host these kinds of projects. But the potential payoff is huge. Mostly because those conversations don't happen in a void--Pepsi is always watching, and often, Pepsi marketing teams respond in real time to tweets, comments and Facebook messages.
It's a high volume process. Every day, Pepsi's Refresh site receives 20,000 comments, according to Shiv Singh, Head of Digital for PepsiCo in North America. "We are starting to get a pulse on what America cares about on such a huge scale. It's all online, so we can analyze it and see these conversations in real time. It's mind-blowing."
Read the rest of this piece on Fortune Magazine's website.