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The first Pepsi Refresh online advertising campaign was released in 2010 (PepsiCo, 2011c). This campaign was directed to Americas people, as you could only participate if you lived in The United States. Pepsi launched this campaign instead of advertising during the Superbowl. The technique which was used was crowdsourcing. Crowdsourcing is when the public has the leveraging power for tasks that are usually performed by a third party or a company. Pepsi used this technique as its campaign relied on community ideas to get people engaged. The campaign required using social media, Facebook and Twitter, to get people involved in nominating the community projects of their choice. Participants were also able to post videos and pictures. This campaign increased Pepsi’s presence in social media, which allowed the company to bond with their customers through supporting local community projects. =====

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This campaign clearly created a new identity for Pepsi while preserving their youthful image. They portrayed corporate responsibility by relating to the emotions of their customers. Pepsi did this by showing their customers they care by supporting local community projects. I believe this campaign was not intended to drastically increase sales, but to reiterate the brands overall image and to support their vision of “continuing to improve all aspects of the world in which we operate - environment, social, economic - creating a better tomorrow than today (PepsiCo, 2011c)”. Pepsi tried to get more intimate with their customers to learn what is important to them. =====

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I first saw an online advertisement for this campaign when I was in Nashville Tennessee back in August of 2010, while browsing the internet to find a local place to eat. There was an advertisement banner on the top of the screen and I clicked on it. I think the campaign had a positive effect on promoting the brands image by showing corporate responsibility. I do feel it was exclusive as Pepsi only targeted some of their customers worldwide. When first hearing about this campaign I myself kind of felt left out in Canada, wondering why Canada was not included. Overall I believe the campaign was effective in the United States as it definitely injected Pepsi’s brand identity into social media. =====

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The Whopper Sacrifice online advertising campaign used a social media application to promote their brand. A viral marketing strategy was used (EMarketing). Viral marketing uses social networks to create brand awareness and sell a product (EMarketing). Burger King used Facebook in this campaign targeting Burger King lovers and Facebook users. This campaign has some qualities of crowdsourcing as Facebook users had the choice weather to take part. The Whopper Sacrifice campaign was designed to improve customer relationships and increase sales. The coupon in the campaign encouraged its customers to improve their lives by motivating them to enhance their Facebook by deleting unnecessary friends.=====

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I came across the Whopper Sacrifice campaign one day in 2008 when it popped up on my news feed on Facebook. I believe this campaign was successful in promoting the brand as information on social networking sites travels very quickly. It increased customer relationships showing customer appreciation. As well it added brownie points for a good reputation.=====

References: EMarketing Text Book http://resources.quirk.biz/ebookv4/Engage/Part3_Chapter8_Online_Advertising.pdf?ac=O7YBzS http://www.pepsi.com/PepsiLegacy_Book.pdf Pepsi Image: http://popsop.com/31833 Whopper Image: http://insarahsmind.wordpress.com/2010/02/27/whopper-sacrifice-and-worlds-best-job/