Pepsi Refresh creates mob of giving
December 15th, 2010

It is refreshing to see how smart mobbing occurs when the motivation is philanthropic. Mashable reports on Pepsi Refresh, where sponsors were surprised and delighted by their success:

Pepsi’s social media/philanthropic Refresh Project got more than 61 million responses and funded various initiatives including the construction of 26 parks and playgrounds in 2010, according to the brand.

The program, which Pepsi chose to focus on rather than take part in the Super Bowl this year, not only funded various philanthropic initiatives presented by consumers (outlined below), but set the benchmark for engagement, says Shiv Singh, head of digital for PepsiCo Beverages North America.

“It was such a new, different initiative that goals weren’t established,” says Singh. “We had no sense that each idea would get so much response.”

Consumers cast 61 million votes— compared to about 89 million for the 2010 U.S. general election — on to make a case for their various causes, the company said. Pepsi has pledged to give away $20 million via the program. To date, the program has given about $14.6 million to fund 352 ideas. The site also got 1.6 million comments. . . .

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