Nach 23 Jahren verzichtet Brausekönig Pepsi erstmalig auf TV-Schaltungen im Umfeld des diesjährigen Super Bowl-Finales in den USA. Im vergangenen Jahr sollen rund 15 Millionen US-Dollar in Spots rund um dieses wohl bedeutendste Sportereignis Amerikas geflossen sein, so berichtet horizont. Statt dessen setzen die Verantwortlichen im Jugendmarketing auf Social Media-Aktivitäten.
Die TV-Etats sollen nun in Social Media-Kampagnen wie das Projekt “Pepsi Refresh” investiert werden, bei der “großartige Ideen” mit Spenden seitens Pepsi unterstützt werden. 20 Millionen US-Dollar sollen hierfür eingeplant sein. Die Website zur Kampagne soll in Januar starten. In diesem Zuge will Pepsi die Budgets für Onlinewerbung in diesem Jahr um 60 Prozent erhöhen. Diese bemerkenswerte Konzentration auf Internet- und Social Media-Aktivitäten begründet der Konzern damit, dass dies der beste Weg sei, junge Zielgruppen zu erreichen.
Recht haben sie.
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