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Signal Austin: The Leveraging Local ConversationAUSTIN, TX March 10th, 2011
BRAND ENGAGEMENT
The Pepsi Refresh Project
@shivsingh
http://goingsocialnow.com
BRAND ENGAGEMENT
The Philosophy
BRAND ENGAGEMENT
Our Ultimate Goal is to Create “Value”
VALUE COMES THROUGH HIGHER PRICE POINTS
TRANSACTIONS
News, novelty, LTOs
Promotions
Sponsorships
HUMAN CONNECTION
Engaging consumers
Purchases from brand loyalists
New lines of revenue
BRAND ENGAGEMENT
Brand Marketing Digital Marketing
Cause Marketing
=Transformational and meaningful marketing impact on mass scale
Pepsi Refresh Project
Bringing three dimensions of marketing together
BRAND ENGAGEMENT
The Results
BRAND ENGAGEMENT
BRAND ENGAGEMENT
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BRAND ENGAGEMENT
BRAND ENGAGEMENT
The Story
BRAND ENGAGEMENT
What’s happenedThe Core Program
Time
Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
$1.3 million $1.3 million $1.3 million $1.3 million $1.3 million $1.3 million $1.3 million
BRAND ENGAGEMENT
What’s happenedTHE BASIC PROGRAM STRUCTURE
Time
$1.3m $1.3m $1.3m $1.3m $1.3m $1.3m $1.3m
Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
BRAND ENGAGEMENT
What’s happenedExpanded for our Retail Partners
Month 3ShopperExtensions
Month 3ShopperExtensions
Month 3ShopperExtensions
Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
Time
BRAND ENGAGEMENT
What’s happenedTaken to Celebrities and to Sports
MLB Extensions
Month 3ShopperExtensions
Month 3ShopperExtensions
Month 3ShopperExtensions
Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
CelebrityExtensions
Time
BRAND ENGAGEMENT
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And to help the Gulf recover
Month 3ShopperExtensions
Month 3ShopperExtensions
Month 3ShopperExtensions
Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
MLB Extensions
CelebrityExtensions
Do Good for the
Gulf
Time
BRAND ENGAGEMENT
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2011
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What’s happening in 2011
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Ingredients For Success in 2011
Pop Culture IntegrationOpportunities
2010 successesand momentum
+
Sharper focus on millennials
+Brand Ethos of
ChallengerAnd Fun
+
+
Appropriate game Mechanic elements
+
Dynamic digitalmedia partnerships
+
Value creation for everyone
Branded Entertainmentthinking
+
BRAND ENGAGEMENT
BRAND ENGAGEMENT
More Social, More Fun & More Marketing Impact
BRAND ENGAGEMENT
Key Implications
• Marketing is about an intersection of shared values• Turning the economics of advertising upside down• Moving from impressions to real-time experiences• Turns every CMO into a CTO as well• A true mass scale movement and not a campaign
• In 2011 we’re having even more fun
BRAND ENGAGEMENTDon’t miss Monday, March 14th at 5:00pm in the AT&T Center. “Under the hood of the Pepsi Refresh Project”
Thank you,
@shivsingh
![SINGH / STATE BANK OF INDIA BHA]RAVLAL SINGH / MPEB VIJAY PAL / .MPEB JAN KALYAN GRIH MR.SAH.SANSTHA SHIV LAL YAN GRJH SURAJNLAL BANK OF BARODA ! RAT AN S PAWAIYA](https://img.pdfslide.us/doc/110x75/5ad353827f8b9aff738dd93c/singh-state-bank-of-india-bharavlal-singh-mpeb-vijay-pal-mpeb-jan-kalyan.jpg)
