Shiv singh, pepsi

1,280 views

Published on

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,280
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
15
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • What does it really mean?
  • Shiv singh, pepsi

    1. 1. Signal Austin: The Leveraging Local Conversation AUSTIN, TX March 10 th , 2011
    2. 2. The Pepsi Refresh Project @shivsingh http://goingsocialnow.com
    3. 3. <ul><li>The Philosophy </li></ul>
    4. 4. Our Ultimate Goal is to Create “Value” VALUE COMES THROUGH HIGHER PRICE POINTS HUMAN CONNECTION <ul><li>Engaging consumers </li></ul><ul><li>Purchases from brand loyalists </li></ul><ul><li>New lines of revenue </li></ul>TRANSACTIONS <ul><li>News, novelty, LTOs </li></ul><ul><li>Promotions </li></ul><ul><li>Sponsorships </li></ul>
    5. 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. 6. <ul><li>The Results </li></ul>
    7. 11. <ul><li>The Story </li></ul>
    8. 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
    9. 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
    10. 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
    11. 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
    12. 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
    13. 20. <ul><li>2011 </li></ul>
    14. 21. What’s happening in 2011
    15. 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 +
    16. 24. More Social, More Fun & More Marketing Impact
    17. 25. Key Implications <ul><li>Marketing is about an intersection of shared values </li></ul><ul><li>Turning the economics of advertising upside down </li></ul><ul><li>Moving from impressions to real-time experiences </li></ul><ul><li>Turns every CMO into a CTO as well </li></ul><ul><li>A true mass scale movement and not a campaign </li></ul><ul><li>In 2011 we’re having even more fun </li></ul>
    18. 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

    ×