Pepsi Backs Crowdsourcing and Social Media. No Super Bowl Commercial Will Yield Stronger ROI, Says AdHack

Why did Pepsi trade their $20-million Super Bowl commercial for a $20-million social media campaign? Because their Refresh Everything project promises a superior return on investment. Pepsi is banking on the combination of crowdsourcing and social media to extend the life of Pepsi’s ad dollars from 30 seconds in one day to a full year of engagement.

AdHack founder James Sherrett says Pepsi is making a smart move by shifting efforts away from Super Bowl commercials. Based on AdHack’s own "Super BALL" campaign during last year’s Super Bowl and the successes of crowdsourced ads from such companies as Doritos, Sherrett says that "the short window of promotional opportunity with a SuperBowl ad can really be extended by intensifying the volume of conversations throughout the ad production cycle, and by providing opportunities for fan engagement beyond the 30-second spot. That’s the market advantage that AdHack provides ad buyers who commission work from our community."
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