According to Frank Cooper, Pepsi's SVP and chief consumer engagement officer, his company no longer wants to act like a big brand. The self-described "voice of a generation" isn't looking for its next celebrity spokesperson or major TV placement.
As companies are quickly learning, creating a social media strategy without the ability to change major corporate funcitons can be futile.
At the IAB's Social Media Marketplace in New York on Monday, Coca-Cola's director of media and interactive communications in North America made clear that her company is trying to avoid that. As Linda Cronin put it:
"Social media should be owned by the whole organization, not one person or one department."
The Super Bowl may be the biggest event in sport (except, of course,
everywhere outside of the U.S.), but everyone knows that the battle
that occurs each year on Super Bowl Sunday doesn't take place on the field.
It takes place during the commercial breaks.
The battle for
consumer hearts and minds costs a lot of money, and it increasingly
involves the internet, which is where much of the buzz about Super Bowl
commercials can be found.
With the impressive dedication that NBC and its top advertisers have taken to the internet for this Olympic games, some have gone so far to dub the 2010 Winter Olympics the "Social Games." But there is one small snag in NBC's rush to move toward real-time. The network still isn't showing video of major sporting events in real time — online or often even on television.
In the 2008 games, it was hard enough to supress live commentary
online. But now, with Olympians, viewers and even NBC keeping up a
running Olympic commentary, it's even harder to hold onto precious
video content until prime time. It also doesn't help that NBC is giving spoilers with its live blog coverage.
PepsiCo. is putting social media to the test with its new charity initiative Refresh Everything. The soft-drink giant has notably refrained from SuperBowl ads this year, choosing instead to spread the word for its new campaign through digital and social means.
But will those efforts work when rival brands continue big TV buys and have the same ability to add digital aspects to their campaigns?
Pepsi has opted out of Superbowl advertising this year, choosing instead to focus on digital and social media marketing. But here's the thing about social media campaigns — they can come together pretty quickly. And when Pepsi decided to pass on SuperBowl ads this year, there was one thing the company didn't account for. Coke adding social to its CBS ad buy.
So they finally did it. The months of will-they-or-won't-they dissolved into years before Microsoft and Yahoo finally forged a marriage, of sorts. Reams are being written about what the deal means for advertisers, for investors and for the companies themselves. Really, though, it all boils down to one question: what will users do?
Let's say they do create a search engine that's better than Google - way better than Google. Will it matter? Will users use it?
Recently we’ve been looking more and more at the online performance of brands, which is increasingly key to success in a multichannel world.
Historically, many FMCG brands have not considered their products as being relevant for the internet, and certainly not in terms of e-commerce. It is understandable. Nobody really visits Google to find a place to buy a Coke.
Nevertheless, the brand owners spend countless millions, and in some cases billions, on multichannel advertising campaigns. Partly because they have to, and partly because they can.
But here’s the truth of the matter: many ad campaigns aren’t delivering what they should be because budgets aren't being invested into digital channels to encourage (and capture) engagement.
All too often the internet (and mobile) is a last-minute thought, when it should be built into a campaign at the outset. More than that, it should now be hardwired into marketing strategies by default.
At least it invites repeat viewings. Which is how GoDaddy's "Enhanced" spot starring Danica Patrick and her pet beaver, ranked #1 as the most-(re)viewed Super Bowl spot on TiVo.
Ms Patrick and her beaver beat out the bells-and whistles contender, the first-ever 3D TV spot for "Monsters vs. Aliens," which didn't even crack the top 50. The ad did require consumers to snag a pair of free 3D glasses to get the full effect.
Beverage spots are always big on game day, and usual suspects Coke and Pepsi made the top 10 list, but Bud Light did so an impressive two times.