Pepsi's Big Gamble: Ditching Super Bowl for Social Media

Some industries including automotive in recent years have made the decision to cut broadcast spending in favor of greater spending on the Internet and social media. According to a recent survey conducted by Forrester Research, more than 50 percent of marketers are increasing their spending in social media. Advertisers view social media as important because online they can seek out people who have an affinity for the brand and engage them in a meaningful discourse that lasts longer than 30 seconds. Many times these people pass along information to their friends. Online tools give marketers the ability to track the "pass alongs." Communication can be more frequent and the consumer can share with the advertiser information such as what other information they would like to have and what actions they would like for the marketer to consider.

On Sunday, Feb. 7, Super Bowl XLIV will be played and the National Football League and CBS Sports will pull out all of the stops to put on a sports extravaganza including pre, halftime and post shows with some of the most creative, funny and moving advertising Madison Avenue can muster. Meanwhile, Pepsi will be leading an army of bloggers, texters and tweeters as it attempts to redefine the marketing game. I, for one, want a front row seat to see if Pepsi can increase the pace of change of the use of social media by marketers.

The work is the opinion of the columnist and in no way reflects the opinion of ABC News.

Larry Woodard is president and CEO of Vigilante, a New York-based advertising agency that develops consumer-centric advertising campaigns. He is also chairman of the American Association of Advertising Agencies New York Council and the recipient of many prestigious industry awards, including two O'Toole Awards for Agency of the Year, the London International Award, Gold Effie, Telly, Mobius, Addy's and the Cannes Gold Lion. A blogger and a frequent public speaker, Woodard enjoys discussing the intersection of media, politics, entertainment and technology.

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