Pepsi’s decision to avoid running Gatorade, Pepsi, Diet Pepsi or Mountain Dew spots during the Super Bowl and to instead concentrate on a social media campaign with charitable giving at its center, seems to be working wonders.
Atlanta Constitution Journal reports:
According to Nielsen Co., PepsiCo is getting more attention on the Web than any other advertiser except Focus on the Family.
PepsiCo got 21.6 percent of the online chatter about Super Bowl advertisers over the last two months, Nielsen said — about 10 times more than Coca-Cola.
“I’ve been doing digital for a long time,” said Bonin Bough, PepsiCo’s global director of digital and social media. “I haven’t seen a program in my life with this kind of momentum.”
Better yet, Pepsi’s campaign is sustainable, whereas after the second or third viewing of a Super Bowl spot, that’s it, game over.