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Pepsi Adopts Super Bowl CRM Program
By Doug Caverly
Staff Writer
Article Date: 2010-01-04
It's no secret that Super Bowl commercials cost a ton of money, and whether or not you agree with this practice, there are a number of people who plan their Super Bowl bathroom breaks around the ads, not the football. So it seems that Pepsi's giving CRM a huge endorsement by skipping ads in favor of a CRM program this year.
We kid you not. Frank Washkuch reported this morning, "The strategy shift means Pepsi will inject $20 million into its cause-related Refresh Project that helps people improve their communities through a variety of projects funded by the marketer."
Washkuch then continued, "PepsiCo will officially launch a Web site, RefreshEverything.com, on January 13. On it, consumers can list projects that can improve communities, such as feeding the hungry or teaching people to read. Consumers can vote on the site beginning February 1 on projects they think should receive a share of the money."
Pepsi does plan to collect people's email addresses, but has promised that this represents more than a grab for contact info. The company wants to open lines of communication and create relationships, not just spam folks who are trying to help out.
Everyone in the CRM industry should watch closely to see how this experiment ends. It's hard to imagine how a success or failure could be any more visible, and so Pepsi's CRM campaign may set a sort of tone for the entire field for several years to come.
About the Author:
Doug is a staff writer for WebProNews. Visit WebProNews for the latest eBusiness news.
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