True leadership sometimes means being unconventional. It takes creativity, and the ability to keep forging ahead, even if you don’t get it right the first time. Not too long ago, Pepsi was getting slammed in the media, much of it on the social web for how it courted influential bloggers and consumer media reporters about its new brand redesign. Many reports focused on “What’s the point?” or how the campaign didn’t feel authentic, or that it didn’t hit the right note, with many bloggers simply feeling Pepsi’s efforts were a waste of time and energy for all involved. Like this example filed by a well-known social media blogger. Well, based on Pepsi’s latest initiatives around the Super Bowl, I would say the brand listened to the blogosphere, and has redeemed itself, big time.
Starting with the Pepsi Refresh Project which debuted on January 29, to its over-the-top Pepsi Fan Jam that kicked off Super Bowl weekend in South Beach, clearly the brand went back, did its homework, and brilliantly put its resources and focus on its #1 asset: customers. With the Refresh Project, Pepsi is giving away millions of dollars through public grants aimed at doing good. Anyone can submit ideas where people can vote, and win money for their idea/cause. The brand is spending millions on the social web, Facebook and Twitter, specifically, to spread the word and generate engagement.
“Our idea was that this year we’d try to shift the marketing and communications to something that’s truly walking the walk,” said Lee Clow, chief creative officer and global director for media arts at the Pepsi-Cola agency, TBWA Worldwide in Los Angeles, part of the Omnicom Group.
I was in Miami over the weekend on business, attending the OchoCinco Mansion Party where my client Kesha Nichols and her dance troupe Sugar & Spice performed for the hot sports celebrity crowd as we rolled cameras for an upcoming project with Ish Entertainment. We had the opportunity on Friday night to attend Pepsi’s Fan Jam in South Beach, a free concert with performances by Justin Bieber and Rhianna. Rhianna was incredible and the entire event which took place on Friday night was simply a prelude to Pepsi’s newfound, spot-on consumer engagement. By focusing on the consumer in this marketing go-round, and shunning traditional pricey ad spots during the Super Bowl game, Pepsi was suddenly in the spotlight as a brand that gets it. Refreshing. (Pun intended.) But the event also spoke to my inner brand geek, as I was fully aware of being part of a brand experience. One that not only felt good, but supported the idea of doing good. And that was cool.
First, Rhianna was on fire, she looked awesome, and people were going wild for her set of crowd-pleasing chart toppers. I’m not a fan of hers really, but she was unstoppable and truly captivated the crowd that stretched for what seemed liked miles on the beach. Regardless of the fact that I was there as part den Mother and part “member” of Kesha’s hot dancer posse, and that we were suddenly escorted up to the stage “at the director’s request” — the concert was being broadcast live on VH-1 — the event itself was pure branding magic. It was exactly the special brand experience that today’s consumer craves and expects.
Not surprising, since this event took place at the start of the NFL’s biggest weekend, the amount of coverage (earned and paid) was everywhere. But the overall message, in my opinion, went far beyond “Drink Pepsi,” it was more about “Live your Life with Pepsi.” By supporting the brand with this level of marketing support that doesn’t have the standard :30 or :60 spot as its cornerstone showcase piece, and giving us a campaign that prominently features the brand experience front and center, is, to me, a sign that brands are really learning what the social media space is all about, as well as how to leverage it authentically. When that happens, it can be a really amazing thing for all involved. Just look at all the wonderful social causes people are rallying around on the Refresh Project website. I myself voted for one of the celebrity causes — Mark Sanchez who is involved with the Juvenile Diabetes Research Foundation because a friend’s daughter is Type 1. If he gets the most votes, the JDRF will get $100,000 – fabulous!
It’s the difference between staging a concert to a fake audience to film for a spot, and putting on a free concert for real folks that’s broadcast on national television – where the energy, experience and excitement are real. As a result, the engagement between brand and consumer is real. The experience can’t be replicated, each one is as unique as the last.
Bravo, Pepsi. You did good.
What brands do you think really “get” social media? Has there been a social media campaign that prompted you to get involved or act?
