Pepsi swaps Superbowl for Facebook

Pepsi took a massive gamble this year by pulling their multi-decade, multi-million dollar Superbowl opening ad position and trading it in for a USD20m social media campaign. For a company that spends almost all its money on TV ads it's seen as an incredible gamble, particularly when they have just 250,000 (actively engaged) Facebook fans compared to Coke's 4 million-plus! 250k is a big number, but in comparison, it means they haven't really been able to compete with Coke online. The Pepsi Refresh Project is about getting the global community to nominate projects that need funding in local communities. You upload your video/project profile, gather as many votes as you can by spaming the social sphere and the top projects will win funding from USD5k (multiple times per month) up to USD250k (a few times every month).