Super Bowl Sunday is only 2 days away, the biggest mass media day of the year. Companies pay upwards of $3 million to get a 30 second advertisement on during the game. For 23 straight years Pepsi has been paying this kind of money to promote its product during the game, this year is different. Instead of pouring millions into television advertising during the game, Pepsi is launching a new social media campaign. It plans on giving upwards of $20 million in grant money to fund projects in health, arts and culture, food and shelter, the planet, neighborhoods and education. People can vote on ideas and submit their own. I think that this could pay off for Pepsi in a good way, but also hurt it.
On one hand, Pepsi is going to spend more money on great causes and reach millions of people; on the other hand, with no Super Bowl ad, Pepsi could find itself missing out on a lot of sales. Coke is still doing its commercials and will in fact have two ads running during the game. The record television audiences will be exposed to this company. I myself like the idea that Pepsi has. It shows corporate social responsibility and I believe it will pay off in the long run. I would like to see more companies spend money like this and not just sink millions into a few seconds of airtime.
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