Ah, the Super Bowl. Sitting around with family watching two teams batter each other for the title of Super Bowl Victor. For me, in years gone by, I used to enjoy watching the Super Bowl for the pure fun of it. I was young, there was food, and something cool was on the screen to entertain me.
Then I grew up. I still enjoy watching the Super Bowl and can hold my own when it comes to debating over football teams and players, but that is just side knowledge. One of the reasons I watch the Super Bowl now is for the ads. Yes, you heard me right.
I enjoy watching the creativity of these companies as they duke it out on the big screen. For all practical purposes, there is a subliminal battle going on as well. I want to see which one understands people and the culture better, and what spin they can throw on it whether serious or humorous.
Mashable just posted an article on Pepsi dropping the Super Bowl Ads in favor of a $20M Social Media Campaign. Listen closely here. Anyone think the Social Media Revolution is still a fad, or are we going to wake up?
I am dead serious. Here we have a company who has been around for more than 100 years, and has been an integral part of the Super Bowl for the past 23 years. They know and have used all the traditional media and advertising outlets since the beginning. Want to know what made Pepsi big though? It was NONE of these ads. It was word-of-mouth. Think I’m kidding? Try the good old “Do you like Pepsi or Coke?” line on anyone. Better yet, talk to the company directly. You’ll get answers real fast.
If Pepsi can pull off their $20M social media campaign in 2010, that will show the world something. Something that needs to be taken seriously. Something that the nicely padded traditional agencies need to wake up to if they expect to have a job down the road. This monumentous shift will show the world that if a company that has been around for the past 100 years is taking this emerging industry seriously, you had better darn well too. Let me remind you that Burger King did pretty good with its whopper sacrifice in the beginning of 2009.
Thoughts? Think Pepsi can pull it off?