Shiv singh, pepsi
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  • What does it really mean?

Transcript

  • 1. Signal Austin: The Leveraging Local Conversation AUSTIN, TX March 10 th , 2011
  • 2. The Pepsi Refresh Project @shivsingh http://goingsocialnow.com
  • 3.
    • The Philosophy
  • 4. Our Ultimate Goal is to Create “Value” VALUE COMES THROUGH HIGHER PRICE POINTS HUMAN CONNECTION
    • Engaging consumers
    • Purchases from brand loyalists
    • New lines of revenue
    TRANSACTIONS
    • News, novelty, LTOs
    • Promotions
    • Sponsorships
  • 5. Brand Marketing Digital Marketing Cause Marketing Pepsi Refresh Project Bringing three dimensions of marketing together = Transformational and meaningful marketing impact on mass scale
  • 6.
    • The Results
  • 7.  
  • 8.  
  • 9.  
  • 10.  
  • 11.
    • The Story
  • 12. What’s happened The Core Program Time $1.3 million $1.3 million $1.3 million $1.3 million $1.3 million $1.3 million $1.3 million Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
  • 13. What’s happened THE BASIC PROGRAM STRUCTURE Time $1.3m $1.3m $1.3m $1.3m $1.3m $1.3m $1.3m Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
  • 14. What’s happened Expanded for our Retail Partners Month 3 Shopper Extensions Month 3 Shopper Extensions Month 3 Shopper Extensions Time Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
  • 15. What’s happened Taken to Celebrities and to Sports MLB Extensions Month 3 Shopper Extensions Month 3 Shopper Extensions Month 3 Shopper Extensions Celebrity Extensions Time Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
  • 16.  
  • 17.  
  • 18. And to help the Gulf recover Month 3 Shopper Extensions Month 3 Shopper Extensions Month 3 Shopper Extensions MLB Extensions Celebrity Extensions Do Good for the Gulf Time Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
  • 19.  
  • 20.
    • 2011
  • 21. What’s happening in 2011
  • 22. Ingredients For Success in 2011 Pop Culture Integration Opportunities + Value creation for everyone 2010 successes and momentum + Sharper focus on millennials + Brand Ethos of Challenger And Fun + Appropriate game Mechanic elements + Dynamic digital media partnerships + Branded Entertainment thinking +
  • 23.  
  • 24. More Social, More Fun & More Marketing Impact
  • 25. Key Implications
    • Marketing is about an intersection of shared values
    • Turning the economics of advertising upside down
    • Moving from impressions to real-time experiences
    • Turns every CMO into a CTO as well
    • A true mass scale movement and not a campaign
    • In 2011 we’re having even more fun
  • 26. Don’t miss Monday, March 14th at 5:00pm in the AT&T Center. “Under the hood of the Pepsi Refresh Project ” Thank you, @shivsingh