While Pepsi's sitting out the Super Bowl for the first time in two decades, Coca-Cola said today that its working philanthropy and social media into its Super Bowl game plan.

According to the New York Times, Coke will run two commercials during the Super Bowl XLIV on Feb 7. Visitors to a special Coke "Live Positively" Facebook page will be able to share virtual gifts with friends, after which three things will happen:

• The recipient will get an image of a Coke bottle that will appear on the recipients Facebook page and news feed

• The giver will get a 20-second sneak peek at one of the two Super Bowl spots

• Coke will donate a dollar to the Boys and Girls Clubs of America

It's interesting, because in recent months, Pepsi has been actively promoting its own social media-oriented "Refresh Project" - helping folks improve their communities.

Now, by not being in the biggest advertising venue of them all, Pepsi may cede some of the positioning to Coke's own cause-oriented social media effort. And Coke gets to refine its own social media initiatives, including Expedition206 effort, which was very social, but not as overtly philanthropic.

What do you think: Is Pepsi making a mistake by not being the Super Bowl?

Read more, here.

-----------------------------------------------------------------------

PRE-ORDER NOW:

"... Required Reading  ..."

“THE ON-DEMAND BRAND is witty, insightful, dynamic, and highly inspiring. This book should be required reading for marketers— or anyone trying to understand how to keep their brand relevant and energized through the rapidly changing consumer landscape. Mathieson has a gifted ability to dig under the breakthrough ideas that are keeping top brands engaged with their current and new consumers, offering key insider takeaways that we all can learn from.”

Alison Moore
Vice President, Brand Strategy
& Digital Platforms
HBO
 

>>> IN STORES APRIL 28 - READ MORE HERE <<<

-----------------------------------------------------------------------