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:
Full-Page Advertisement
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.
Social Media
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.)
Media Relations
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.
Yes, nicely done. An excellent cover-up for PepsiCo’s intransigent opposition to bottle bills across the nation and world, to say nothing of its unconscionable peddling of plastic-contained sugar water in an obese society. Hurrah! Big Brother would be jealous.
Your points are well taken and dead on, Michael.
I looked at this effort strictly from an integrated marketing campaign launch standpoint.
I should’ve offered a disclaimer…I don’t consume Pepsi nor am I an agent of the company. As a public relations practitioner I’m impressed with the ability of most Fortune companies to pull off these hits with perfect timing. (That’s a tongue in cheek!)
Finally got the FB link to work (& to like)…468 people & counting so far! I’m with you Jayme, I love the integration here to promote this campaign.
I also read in today’s Wall Street Journal about Facebook’s “Like” efforts. I see you’re already aware and on it!
As per Michael’s recent comments of which I’m in full support, I regarded PepsiCo campaign from a top-line marketing view. It’s a great example of what’s possible when all the disciplines blend (and there’s unlimited budget, of course!).
I always appreciate your support of words here, Jenn. Thank you so much.