Pepsi is turning up the heat—again—in its war against Coca-Cola.
Now Pepsi is taking a swing at Coca-Cola’s Super Bowl efforts, which have their polar bear mascots watching and reacting to the game and commercials in real time.
“We care less about what polar bears do and more about what real people do and say,” Shiv Singh, global head of digital for PepsiCo, told Adage.
His comments come as Pepsi unveils their Super Bowl Pepsi Sound Off platform, which was modelled after Twitter, and was launched for “X Factor” fans as a way to connect. The hope is that real people will use the site to talk about the game.
The site, which is being given a grid-iron makeover, will have a series of celebrity hosts during the big game, including New York Jets’ quarterback Mark Sanchez.
Here’s the problem: Which viewers are going to go to a repurposed “X Factor” site to discuss the Super Bowl, or any other event, when they can just use usual social media sites that they visit every day? Real people talk about national events on Twitter or Facebook, or maybe even Google+, not social media sites constructed by brands. Pepsi Sound Off only had 110,000 unique visitors in December, according to Compete.
Coke may yet win this round.
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