This is pretty amazing! A company (not just any company, PEPSI) has chosen to forego Super Bowl ads in favor of promoting the way that they are giving back to the community. Pepsi has asked consumers to vote on the nonprofits that will receive grants from Pepsi, and they have already seen their website traffic increase as a result of this initiative. So, rather than paying $3 million for 30 seconds of advertising, Pepsi will be helping out nonprofits in communities all over the country.
Will have an impact on advertising for the future? More and more companies may choose to go this route, rather than spending the money on traditional marketing and advertising. Pepsi seems to be the first major corporation to really jump on board with this "crowdsourcing" as a viable publicity alternative to television advertising.
This is great for nonprofits since more organizations may jump on board with this trend and give more grants to organizations. The nonprofits will have to increase their marketing efforts to make sure that they are gaining "fans" in cyberspace who are willing to vote for them. This is even more of a reason for the organizations to have a strong presence in social media and with their constituents online. Nonprofits may also want to ask the nominating foundation to collect information about the voters to determine key demographics to market to and possibly individuals to solicit for donations.
It will be interesting to see how Pepsi's decision will affect advertising for years to come!
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