Pepsi’s Bet on Community Projects Over the Super Bowl – NYTimes.com

“This was not a corporate philanthropy effort,” said Shiv Singh, head of digital for PepsiCo Beverages America. “This was using brand dollars with the belief that when you use these brand dollars to have consumers share ideas to change the world, the consumers will win, the brand will win, and the community will win. That was a big bet. No one has done it on this scale before.”As Pepsi had hoped, competitors have turned to their personal networks on Facebook and Twitter to gain support for their ideas, extending the Pepsi brand and its do-good message. Nearly 19 percent of the 77 million votes have been cast through Facebook. On Twitter, participants were urged to use the hash tag “#PepsiRefresh,” and they did.

Pepsi’s Bet on Community Projects Over the Super Bowl – NYTimes.com.