One question brands frequently ask themselves is why should people want to discuss their brand online in social media? With some brands that is true, certainly if they want to develop a sustained online conversation over time.
Corporate and Social Responsibility (CSR) initiatives using social media are not new. Brands that have aligned to a pursuit or a cause have found that the online conversations are more purposeful as their brand is seen in a new light.
Recently Pepsi has caught the attention of social media commentators by going one step better and much bigger. By shifting $20m of event based traditional advertising budget (from the Superbowl) Pespi launched the Pepsi Refresh Project.
Bonin Bough (Global Director Digital and Social Media at PepisCo.) described it on Beth Kantor's non-profit focused blog:
For those who don't know, the Pepsi Refresh Project is a new effort to empower individuals to make a positive impact on the world. We've pledged to award more than $20 million to support innovative ideas that move communities forward. Anyone can apply for a grant and the public decides who wins.
Each month, Pepsi will award grants up to $1.3 million to the winning ideas across six categories, including: Health, Arts & Culture, Food & Shelter, The Planet, Neighborhoods and Education.
The interesting question is that Pepsi has first mover advantage is repeating this type of campaign possible in the future? i.e. can they (or for that matter anyone else) do the same sort of crowd sourced campaign next year and expect to get the same media exposure?
The longer term impact of the Pepsi Refresh Project partly depends on whether the causes that benefit will talk or continue to talk online about Pepsi.
This is our first post in a new series on social media and not-for-profits
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