Pepsi's digital vision: "beyond simple advertising...towards meaningful sponsorships, curation and creation"Submitted by demedia on Fri, 10/21/2011 - 17:26
One of the characteristics of the digital marketing and media era is the role advertisers play creating and shaping content, applications and even platforms/devices. We are back to a time when tobacco companies that sponsored "I Love Lucy" on TV and sponsors on radio set the programming agenda. While Pepsi is by no means the only major advertiser shaping content creation, given our FTC complaint this week it's worth examining how they think about their digital role.
Case Studies on Digital Marketing Released, including on McDonald's, Coca Cola (behavioral profiling), Pepsi and Multicultural Targeting
CDD has researched and written four case studies on digital food marketing as part of its new report--and they are summarized along with visual and other documentation at our digitalads.org site. There's a history on the role of behavioral profiling and targeting used by Coca Cola; one on how McDonald's created immersive experiences via a tie-in with the film Avatar; how food and beverage companie