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Running head: CASE STUDY: THE PEPSI REFRESH PROJECT Case Study: The Pepsi Refresh Project Emily M. Kamischke Elon University

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Author Note Emily M. Kamischke, Masters of Interactive Media, Elon University Correspondence concerning this article should be addressed to Emily Kamischke, ekamischke@elon.edu

CASE STUDY: THE PEPSI REFRESH PROJECT

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Abstract This study aims to describe the successes and failures of the Pepsi Refresh Project and corresponding implications for other corporate social responsibility (CSR) projects seeking to employ information and communications technology (ICT) competitions, crowdsourcing and social media narratives as a means for production of ideas or tasks. The Knight Foundation’s (2009) seven key components of ICT competitions will be used as a framework to review the project and from there analysis of the project will take place using industry information and reviews. Lastly, implication for other ICT competitions will be discussed. Overall, this study explores the Pepsi Refresh Project’s effect on sales and corporate loyalty of consumers for the PepsiCo brand through consumer corporate trust generation.

CASE STUDY: THE PEPSI REFRESH PROJECT

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Case Study: The Pepsi Refresh Project

The purpose of this investigation is to complete a case study of the Pepsi Refresh Project and from it devise high impact practices for its application to other corporate social responsibility (CSR) projects. The Pepsi Refresh Project was started in February 2010 using dollars annually used for Super Bowl advertising by PepsiCo and instead directed towards a grant-funding program to find solutions in betterment of communities (Pepsi, 2011a). The project utilized crowdsourcing for both submission and judging. The study will use The Knight Foundation 's (2009) seven key components of information and communications technology (ICT) competitions to break down the project and discuss crowdsourcing in the literature review.


References: (2010, December 16). PepsiCo seeing success with Pepsi Refresh Project. Beverage World. Retrieved from http://www.beverageworld.com/index.php?option=com_content&view =article&id=38699:pepsico-seeing-success-with-pepsirefresh-project&catid=3:dailyheadlines&Itemid=173 Esterl, M. (2011, March 17). Diet coke wins battle in cola wars. Wall Street Journal. Retrieved from http://finance.yahoo.com/family-home/article/112372/diet-cokewins-battle-in-cola wars Groeger, L. (2011, July 26) For ‘creativity,’ just add ‘crowd’. Retrieved from http://www.wired.com/epicenter/2011/07/creativity-crowd/ Heckadon, D. (2010, December 27). Critical success factors for creating and implementing effective social media marketing campaigns. Retrieved from http://ssrn.com/abstract=1734586 Howe, J. (2006, June), The rise of crowdsourcing. Retrieved from http://www.wired.com/wired/archive/14.06/crowds.html Martinez, J. (2011, January). Every channel has its thorns. Customer Relationship Management, 15(1), 16. Retrieved from http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=ba02d71c3572-4f8b-b786bafbb3599869%40sessionmgr10&vid=1&hid=10 Millard, D., Hargood, C., & Weal, M. (2011). Social media and emergent organizational narratives. Retrieved from http://nht11.ecs.soton.ac.uk/papers/16-dmillard.pdf Nickerson, J., & Monroy-Hernandez, A. (2011, February 22). Appropriation and Creativity: User Initiated Contests in Scratch. Hawaii International Conference on System Sciences, IEEE Press. doi:10.1109/HICSS.2011.75 CASE STUDY: THE PEPSI REFRESH PROJECT   16 PepsiCo (2011a). Pepsi Refresh Project. Retrieved from http://www.refresheverything.com PepsiCo (2011b). How it works. Retrieved from http://www.refresheverything.com/howit-works PepsiCo (2011c, July 7). Doing good one idea at a time. Pepsi Refresh Project. Retrieved from http://www.refresheverything.com/docs/Grants_Status_Fact_Sheet_7_22.pdf Raudenbush, J. (2011) An exploration of publics ' understandings of corporate social responsibility, shared values, and the pepsi refresh campaign. Retrieved from Digital Repository at University of Maryland, http://hdl.handle.net/1903/11680 Seabrook, J. (2011, May 16). Snacks for a fat planet. The New Yorker. Retrieved from https://media.scoopreprintsource.com/CondeNast/5720CN_PepsiCo_051713.pdf The Knight Foundation. (2010, January 20). Media, information and communication contests: An analysis. Miami, FL:http://www.knightfoundation.org/publications/mediainformation and-communication-contests-analy Zmuda, N. (2010, September 7). Pepsi expands refresh project. Advertising Age. Retrieved from http://adage.com/article/news/pepsi-expands-refreshproject/145773/
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