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The Pepsi Refresh Project

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The Pepsi Refresh Project
“The Pepsi Refresh Project: Viral Marketing”

Frederick Thomas

Business 508
Summer 2012
• Dr. Lisa Toson

“The Pepsi Refresh Project: Viral Marketing” 1

Introduction;
Purpose: Pepsi way of using another avenue in selling their brand product to the public. The Pepsi Refresh Project obligated to make $20M in grants toward social innovation projects selected and voted by the public underneath the signature “refreshing ideas that change the world.” Completed in a 10-month time, Pepsi earned 400 grants from $5,000 to $250,000, the funding creativity started from school dance to pet cause programs, one young teenager came up with the idea to install Plexiglas windshields for an aerodynamic and fuel efficient school bus. Smart.

The motivation, Pepsi brands with social media plus innovative minds with multitude sourced philanthropy. The company believed it could successfully build brand wellbeing, knowledge, liking, and desiring through the socially inclined individuals, the social media campaign rather than the traditional channels of brand advertising used for generation.

Unique program that benefited for Pepsi Refresh Project was “pet causes” the date of Refresh Project launched. Actor Demi Moore and Kevin Bacon made a guest appearance on the Today NBC’s show to get votes on behalf of their pet cause.

Funding

The Pepsi brand disbursed an over-all of $114M on the media here in the U.S 2010. The corporation organized its enormous internal and external marketing also their PR group, counting at the minimum six advertising agencies, to implement the Pepsi Refresh Project.

Social Media Marketing has become exceedingly popular among businesses of all sizes

Social media marketing refers to the process of gaining website traffic or attention through social media sites.
“The Pepsi Refresh Project: Viral Marketing”
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