With the Pepsi Refresh Challenge Program, Pepsi is really making it personal

Recently, I’ve been caught up with the Pepsi Refresh Challenge Program; both as an ongoing admirer of great marketing, but also personally because the Cure JM Foundation is trying to win a $250K grant from Pepsi. If you haven’t heard of this program, check it out. And when you check it out, vote for Cure JM. At the bottom of this blog you can learn more about Cure JM’s participation in Pepsi Refresh Challenge.

As a life-long student of marketing, I appreciate how well this program taps the essence of word-of-mouth marketing. People who are passionate about their causes vote everyday and the non-profits who tend to win these grants truly spread the word about Pepsi everyday via email, Facebook, Twitter, etc. The Facebook sign-up process is incredibly easy and lends itself to sharing effortlessly.

With social media that you don’t market too an audience, you market through an audience. So Pepsi has developed the perfect formula for letting very passionate people do their marketing. These people may not even be Pepsi fans. However, they are passionate about their own causes and are extending the Pepsi brand is the result.

There are only three areas I believe Pepsi could improve this program.

1) Communications – I think Pepsi could step-up the communications to those who vote by asking if voters want an opt-in daily reminder email (and link) to vote. For people with the best intentions, life gets busy and they forget to vote. An opt-in reminder would not be intrusive and would reinforce daily that Pepsi is doing great things.

2) Facebook app – It would be great if the app was easier to place on your FB page and if it could also show the other charities you support.

3) Mobile app – I’m floored that Pepsi does not have a terrific mobile app for Pepsi Refresh. Voting is exactly the type of activity one could do while waiting in line…to order a Pepsi. Like “video snacking”, “vote snacking” is a great way to keep people thinking about a brand.

All that said, The Pepsi Refresh Challenge is still a powerful brand building program. I truly hope Pepsi keeps it going into next year.



Below is the Cure JM participation info:

The Cure JM Foundation has entered the Pepsi Refresh Project to win a $250,000 research grant.

NOW WE NEED YOUR VOTE!!

HOW TO VOTE

Please go to: http://www.refresheverything.com/makejmamemory to vote for Cure JM. Click on the grey button that says Vote for this idea. You will be prompted to sign-in. It only takes a minute to register, and after that, click again on Vote for this idea. The Pepsi site will let you know that your vote went through. For the rest of the month, you will follow the same process; although it will be faster because you’ve already registered. You will always be prompted to sign-in, but this only requires your email address and your selected Pepsi Refresh password. You can vote EVERY DAY through July 31st for Cure JM….and each family member (age 13 or over) can vote too.

SPREAD THE WORD

Please spread the word to family, friends and colleagues. Reach out to at least 20 friends to ensure they vote once a day, EVERY DAY, until July 31st. Each family member (age 13 or older) can vote.

Click here for tips on how you can spread the word

MEDIA COVERAGE

Are you friendly with the local news media? Ask if they'll run a story about Cure JM and the Pepsi Refresh challenge.

Cure JM desperately needs this grant to continue funding our research centers and to ultimately find a CURE.

Thanks for your support!