Friday, January 23, 2009

Social Media Countdown to the Super Bowl - Pepsi

Read the earlier installments here.

A couple of weeks ago Pepsi sent me an email (I’m on their list) and told me I could get free tickets to the Super Bowl. The email takes you to a site called Dear Mr. President that’s populated with videos from celebrities, many of whom like were highly visible during the inauguration itself. The idea is a group letter to the new president, and viewers are asked to submit their videos.

The videos are submitted on YouTube, so I went there and took a look. There’s obviously a lot of other stuff in the Pepsi channel, but it looks like over 3,000 videos have been submitted for the “Dear Mr. President” project.

If you don’t want to make a video, you can submit text on Tumblr. This is a site I’m not familiar with, but it looks like a collaborative blog. Interesting. But the contest doesn’t end until February 9, so it isn’t going to be over by the time of the Super Bowl. However, when I clicked on the basic link, I got a popup saying I had been entered. Maybe I could win Super Bowl tickets or maybe a flip camera. It’s hard to tell. But it is clear that the winning videos are going to be posted on this site; I don’t think they are actually going to be part of the Super Bowl, although the Refresh slogan is being used in several ways to tie it all together.
While I was looking around I found another Pepsi Super Bowl promotion, pretty much by accident. This one is on a blog called “The Full Mommy” (cute, huh) and on a long list of other mommy blogs; the ones that that alert readers to coupons, promotions, etc. This may be a “reach out to bloggers” promotion; I couldn’t tell for sure but the rules on The Full Mommy site are interesting:

1. Leave a comment telling us your favorite Super Bowl Snack
2. Blog about this giveaway
3. Tweet the giveaway
4. Subscribe to The Full Mommy in a reader
5. Add our button to your site

A joint promotion between the site and Pepsi? It looks like it. You can get up to 5 entries by doing the further promotion; looks quite viral for both Pepsi and the participating blogs.

Put the two together and it’s especially interesting. Pepsi is doing traditional Super Bowl advertising (well, sort of; they’re doing one in 3D). They have related promotions which apparently are not actually going to show up in the Super Bowl itself. The Super Bowl Party Pack(s) will be awarded before the Super Bowl. The Dear Mr. President goes on until afterward. All of it is tied together as part of the Refresh 2009. It will be interesting to see if there’s any mention of these promotions in the Super Bowl, especially the halftime where Pepsi will be featured.

So that’s my update for this Friday. However, if you are still boning up for the Super Bowl, here’s an advertising report from TNS. If you find it interesting, I offer it to you with my sincere hope that you soon get a life!

So the Super Bowl countdown continues!

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