Coke may be the official sponsor of the FIFA World Cup in South Africa, but Pepsi’s 2.5-minute “Oh Africa” is the first World Cup ad to make the viral chart, and portends well for Pepsi’s revamped social-media strategy.
Pepsi took a pass on the Super Bowl for the first time in 23 years in 2010, and CEO Indra Nooyi has said the company is shifting as much as a third of its marketing budget to social media. But “social” doesn’t necessarily mean “cheap.” Pepsi’s video effort is big-budget with visual effects and stars the biggest names in the game, including Lionel Messi, Thierry Henry, Frank Lampard and Didier Drogba.
Will online video help Pepsi find a way to own the World Cup without actually being in the World Cup?
My friend Ian Byington sent this to me…it is an incredible example of viral marketing but it is also a warning to companies who pride themselves on customer service. The web can be a great ally or undo millions of dollars in PR and marketing.
A musician named Dave Carroll recently had difficulty with United Airlines. United apparently damaged his treasured Taylor guitar ($3500) during a flight. Dave spent over 9 months trying to get United to pay for damages caused by baggage handlers to his custom Taylor guitar. During his final exchange with the United Customer Relations Manager, he stated that he was left with no choice other than to create a music video for youtube exposing their lack of cooperation. The Manager responded : “Good luck with that one, pal”.
So he posted a retaliatory video on youtube. The video has since received over 6.0 million hits. United Airlines contacted the musician and attempted settlement in exchange for pulling the video. Naturally his response was: “Good luck with that one, pal”.
Taylor Guitars sent the musician 2 new custom guitars in appreciation for the product recognition from the video that has lead to a sharp increase in orders.
Coming soon…but here is a good example where the viral aspect of communication is extremely powerful…this animation has been seen or shared by more than 8 million viewers on YouTube alone…it is a bit like “pay it forward” if even a small percentage of the YouTube views shared this it is over 10 million views by now…
so many bloggers have said they are giving up on boys or girls this summer…this is for them.