Pepsi launched an online marketing campaign this week in time for Obama’s inauguration. The campaign, Refresh Everything, let’s people give messages and well wishes to the new president via online advertising, microsites and social media.
I found this on Yahoo! music. It was a rich media ad that let me send a message to the sites right from the banner itself. I can’t believe we don’t see more of this type of online advertising; it works so much better than the animate billboards we’re all sick of. I may not have known exactly what I was getting into, but I was able to create and participate in the banner before clicking off of my page. Now that I created my personal message, I had to see what this was about.
You land on the Refresh Everything microsite, filled with video. There’s Eva Longoria in the corner; you have to see what she has to say. The microsite shows the TV ad (great) and has video of a symposium to refresh everything. This site is cool, but Pepsi goes further on the social media sites.
The YouTube channel has five pages of personal videos. It’s amazing how many kids there are up there. The Tumblr site should have all of the text entries from the online ads, but I can’t find mine. Bummer.
Despite this personal set back, I love what Pepsi is doing here. Engaging online advertising and using social media sites for what they do best: content.
It’s so refreshing to see the online ad space used in this way. Why, why aren’t other marketers doing more of this? There must be a brain cramp with agencies producing banners.
I just may have to switch from Coke.