Pepsi Refresh Project
In 2009 Pepsi boldly opted to not buy a Super Bowl ad spot for the first time in 23 years. Instead Pepsi partnered with HUGE to launch an innovative cause-marketing social platform that quickly became a marketing case study.
Consumers would submit ideas for funding on a variety of categories from education to the planet with the chance of winning grants ranging from $5,000 to $250,000. Submissions were limited to 1000 per month. Once and idea was accepted, consumers voted for their favorite ideas, and Pepsi funded the winners with grants.
My Role
Lead PM - RefreshEverything.com
I led primary activities once the initial concept had been presented to the client. All UX, Design, Development, and partner integration was led my myself and the Engagement Director.
Lead PM - Facebook Integration
Facebook integration was a critical component to the social aspect of the campaign; the project was aimed at helping Pepsi reach1 million Facebook user likes for its company page.
Engagement Lead - Refresh 2.0
The initial success of the Refresh Project prompted the need to launch additional versions of the campaign for other countries. Refresh 2.0 was Canadian version. All points of contact, regulatory adjustments, and associated project work was managed by myself and 2 project managers reporting to me.
