Had another post all ready to go, and then I opened today’s Wall Street Journal which changed everything.
PepsiCo (and Waste Management) announced yesterday a recycling program called Dream Machine with kiosks that reward users. I didn’t know this until just now. Back track to earlier this morning when I was scanning the morning paper:
PepsiCo announced a new recycling program today that I first learned about in a full-page advertisement in the Wall Street Journal in section one.
- The ad appealed to me because our family voraciously recycles down to a worry about #4 plastics and how we can properly dispose of them.
- I wondered how I could participate, get a dream machine for me, and whether I had to drink Pepsi to be on board (no pop consumed in my home).
- The ad piqued my interest on the first viewing; great stats for ROI.
The link in the ad referred me to the Dream Machine Facebook page. I tore the page to reference the url later. (I just visited the page and became a fan; 355 members to date — not too many, but enough, considering the program launched April 21. The page is incredibly well done with multi-media.)
Jump to Wall Street Journal in “Corporate News.” Here’s the light bulb…PepsiCo in Recycling Push, a corner, above the fold story about the Fortune 50 company (along with NYSE: WM), announcing its new Dream Machine program.
- “Up to 3,000 kiosks are to be put in high-traffic places this year, with incentives for consumers,” says the story call out.
- “Every time you recycle with a PepsiCo dream machine, we’ll make a donation to help disabled veterans start their own businesses,” says the full-page advertisement.
Why is this significant? Take a look at timing with Earth Day. Look at the integrated marketing strategy with the blending of advertising, public relations, media relations, social media and thought leadership, among many others I’ve not discovered.
I applaud the marketing, advertising, public relations teams (corporate and agency) for their integrated and highly strategic work to launch what impresses me as a campaign exactly right for the time. Review its audiences (disabled vets, eco-conscious consumers, future consumers, Facebookers, corporate partners, stakeholders, and so many more). There’s something in this campaign that resonates with a plethora of audiences.
Nicely done, PepsiCo; nicely done.