Pepsi Social Media Case Study


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Pepsi Social Media Case Study

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Pepsi Social Media Case Study

  1. 1. Case Study PepsiCo and the Super Bowl: Performance with Purpose With nearly 100 million viewers every year, the Super Bowl has massive communication power. What to do with that power, however, is the ultimate challenge for a brand. In 2009, PepsiCo stepped up to the plate, and used Radian6 to keep their finger on the pulse of their community. What they’re doing: PepsiCo views their digital presence across their brands as part of a full ecosystem, with every facet of the communication execution playing a role in the bigger picture. Social media, for example, isn’t a siloed operation, but one component of a sprawling and interconnected digital media landscape. For instance, in 2008, PepsiCo launched a huge New Year’s Eve extravaganza (part of their “Refresh Everything” campaign which continued with the Super Bowl), that included environmental, mobile, print, web, video, TV, music and product promotions. The components of the effort worked together to engage customers and viewers and help bring them from channel to channel. The intricacies of a comprehensive Super Bowl presence are many, and the Refresh Everything campaign was no exception. In 2009 alone, PepsiCo planned giveaways, consumer-generated media opportunities, TV spots, print ads, and a sweeping digital presence that included some of their prominent brands on Twitter. They wanted to engage their customers on several levels, in multiple ways, and allow them to carry on a dialogue of their own. So how does listening play a role for them? First and foremost, Pepsi used Radian6 to listen to the conversation around all of their Super Bowl activities – not just those initiated in social media, but also the buzz that happened around all of their initiatives and the conversations posted online. They wanted to learn how engaged people were with their TV spots, ads, in-person experiences, online efforts, and how the conversation started in one place and carried over to another. In many ways, this was the ultimate integration of online and offline communication, and listening carefully gave PepsiCo the ability to not only see all those points of conversation, but watch the | 1-888-6RADIAN (1-888-672-3426) | Copyright © 2010 - Radian6
  2. 2. Case Study | PepsiCo and the Super Bowl: Performance with Purpose ensuing dialogue. Customers don’t engage in a single medium, and PepsiCo was determined to listen, bridge, and be present where they are. Listening with Radian6 enabled them to follow the paths of those diverse and meandering conversations – wherever they led – and learn from the perspective of their customers what drove them to talk about the brand. Why does that dialogue matter? PepsiCo’s corporate vision is “Performance with Purpose”. In other words, as a public company, it’s their job to perform well. But that performance needs to be for the greater good. In their eyes, that means bringing bigger value to people – and the world as a whole – outside of just consumerism. They believe they’re in it ultimately to do good and serve a human purpose in the world. They understand that the power of digital conversation – and monitoring it – is that what they learn can change the entire process of how communications are created. And to support their larger purpose, being able to track the ubiquity of their brand online and engage in the most impactful ways means that they can truly create cultural change. So it’s not just about sales, or product placement, or even eyeballs. It’s about changing the world through global conversation. What’s next? Already, listening has been changing some of the decisions PepsiCo has made about their media, and it’s going to continue to shape the processes and decisions they make about their digital ecosystem. From listening earlier to listening longer and engaging in more places, they’re slated to use what they learn to amplify and sustain conversations around their activities. | 1-888-6RADIAN (1-888-672-3426) | Copyright © 2010 - Radian6