The sleeper awakens

Enterprise 2.0 clutrain jokeOne of the largest sport­ing events in the World, Super Bowl, is almost as import­ant to the world of advert­ising as it to the sports in Amer­ica. But this year, one thing will be dif­fer­ent… A com­pany well known for its Super Bowl advert­ising isn’t advert­ising this year. Instead it’s put­ting advert­ising $s into social media (SoMe) net­work­ing… It’s like com­pan­ies are wak­ing up to the fact that people using SoMe plat­forms are here to stay and they want to talk, and they want to be heard

Since organ­isa­tions first saw the inter­net as a space to occupy with ‘push mes­sages’, we’ve pretty much got used to see­ing ads of all dif­fer­ent guises every­where: pop-ups, ban­ner ads, roll overs, pre-rolls, post-rolls and even a site ded­ic­ated to ad space by the pixel (The Mil­lion Dol­lar Homepage)

But SoMe plat­forms are dif­fer­ent as the tra­di­tional ‘push mes­sage’ is seen as an intru­sion — an inva­sion of per­sonal space — and like Space — it’s like shout­ing in a vacuum ‘no-one hears you Aad­vert­ising or try­ing to ‘hard sell’ in the SoMe space has exactly the same effect. So the first rule of Fight Club applies here, “you do not talk about Fight Club Selling!”

Pepsi's Refresh Everything project

Pepsi’s Refresh Everything pro­ject . Vot­ing starts 1st Feb 2010

Pepsi (Pep­sico) is one of the world’s largest tra­di­tional advert­isers, but this year their $20 mil­lion ad spend is being used for its SoMe pro­ject ‘refresh everything’, pro­mot­ing “shar­ing ideas to solve world prob­lems”. Their over­all aim? To move cus­tomer rela­tion­ships from impres­sions to con­nec­tions… refresh­ingly refresh­ing ;) You can down­load the ‘Idea Toolkit’ then upload it, pro­mote it and let the people vote for it.

The Dir­ector of Social Media for Pep­sico, Bonin Bough, said:

We’re always going to buy impres­sions, but if we can’t drive those impres­sions and have those impres­sions be the begin­ning of a rela­tion­ship that starts a deeper con­nec­tion with audi­ences, then we’ve kind of lost where the real power of social media is at.

Per­son­ally, I think this is a great way to engage with people, identify ‘their’ causes — while softly pro­mot­ing the Pepsi brand at the same time. Take a look, and let me know what you think…


SEO, social con­tent and sig­nals advoc­ate, closet geek (not fully fledge), writer, speaker, & blogger.

Founder of NOD3x ( — Social Net­work Ana­lysis, know­ledge graph ana­lysis application

Lee can be con­tac­ted by email: here


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