To Pepsi, and to companies around the world, the days when mass-market media is the sole vehicle to reach an audience are officially over. Instead of pouring millions of dollars into a Super Bowl commercial, Pepsi has started a social-media campaign to promote its “Pepsi Refresh” initiative. Pepsi plans to give away $20 million in grant money to fund projects in six categories: health, arts and culture, food and shelter, the planet, neighborhoods and education. People can go to the Pepsi website refresheverything.com – which can also be accessed through Facebook and Twitter – to both submit ideas and vote on others they find appealing.
Pepsi Skips Super Bowl TV Advertising for Social Media – Yahoo! News.
David Mantilla 