Social Media Better than a Super Bowl TV Ad Spot?

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Is social media better than a 60-second ad spot that costs around $3 million. Pepsi thinks so which is why they chose to launch a viral campaign at RefreshEverything.com instead of advertising in the Super Bowl this year. Pepsi plans to give away $20 million in grant money to fund projects in various categories. People can go there now to submit ideas and vote on other ideas.

From the Yahoo News article:

The problem, say marketing experts, is mixing the medium with the message. “The Super Bowl is just too extravagant for something like this,” says Lee Clow, chief creative officer and global director of media arts at TBWA Worldwide, the agency that created Pepsi’s campaign. “It’s seems like a contradiction to say you’re going to set aside $20 million in marketing dollars for a worthy cause, then turn around and spend $12 million on two 60-second spots for the Super Bowl. Couldn’t that money be put to better use?”

It’ll be interesting to see how skipping on the Super Bowl TV advertising will alter Pepsi’s sales as compared to the previous years. One thing is for certain is that large companies are starting to see the value of social media marketing and will continue to pull their ad dollars away from traditional advertising to turn over to search engine & social media marketing.

Jordan Kasteler

Jordan Kasteler

Digital Marketing Consultant at Jordan Kasteler
Jordan Kasteler is a freelance consultant, entrepreneur. Passionately innovating status quo.He has a history of entrepreneurship co-founding such companies as BlueGlass Interactive. His work experience ranges from in-house SEO at Overstock.com, marketing strategy at PETA, and to agency-level digital marketing.Jordan is also an international conference speaker, writer, and book author of A to Z: Social Media Marketing.
Jordan Kasteler
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  • http://www.best-seo-blog.com/ Michael Martinez

    Although most people cannot afford to buy Superbowl ads, I don’t think that following Pepsi’s lead into social media will work as well for the vast majority of marketers. Pepsi has a brand cache that 99% of businesses simply cannot match.

  • http://blog.tamar.com/ Henry Elliss, Tamar

    I still find it amazing that the people behind the Superbowl have managed to create a situation where people are actually GAGGING to see adverts for a change – to the extent that you can now choose to watch them on YouTube the next day, and I’ve lost count of the number of tweets I saw linking to “reviews” of the ads.

  • http://www.ikroh.com/social-media-marketing.php Ikroh SEO

    With social media you can use marketing techniques and aim at a specific audience.
    It provides us with an opportunity to keep a track record and control what happens. A very powerful strategy and keeps costs low.

  • http://www.ikroh.com/social-media-marketing.php Ikroh SEO

    With social media you can use marketing techniques and aim at a specific audience.
    It provides us with an opportunity to keep a track record and control what happens. A very powerful strategy and keeps costs low.