Monday, 15 February 2010

Pepsi's $20 MM Social Media Campaign- More Hype than Campaign?

Jonathan argues in this post in the SocialMediaToday blog that Pepsi's $20 MM promotional social media campaign, which they chose lieu of superbowl advertising is perhaps not the best use of their marketing dollars.

I wonder if there is a contrary point here though- this is a world where there is an existing "way of doing things" where systems exist to reinforce existing behavior- example the Rating Points based media money allocation , which explains why social media/ internet & mobile spends get <5% of the advertising budgets in India, despite there being conclusive evidence that newer media have a much more significant impact on buying influence, whilst being cheaper...

In short, if an established leader like Pepsi is willing to stand up and say that they believe newer media are getting more important, as compared to advertising in the super-bowl, and are willing to put their money where their mouth is, that changes behavior across the spectrum- in the ad-agencies, with how smaller brands allocate marketing money etc.

Which basically translates to more money flowing into these newer media- creating better business cases for entrepreneurs and businesses that are delivering these services...

Amen to that!

in reference to: http://www.socialmediatoday.com/SMC/174604 (view on Google Sidewiki)