Pepsi’s Bonin Bough Discusses Social Media Credentials
The brand's director of digital and social media on recent projects and the benefits of an experimental culture.
We’ve been tracking Pepsi’s success in the social media space for a while now, from crowdsourcing product development through Dewmocracy, to the oft-cited Pepsi Refresh and Gatorade’s Mission Control Center.
Bonin Bough, director of digital and social media at PepsiCo, spoke last week at MediaPost Communications’ OMMA Social forum. We’ve culled some of the key social media initiatives undertaken by the brand, and the respective learnings and insights shared by Bough below. We hope these serve as thought-starters for brands still looking for a case study before committing to social media campaigns.
- PepsiCo has become the biggest sponsor of some of the largest digital events, including BlogHer, Blogworld, SXSW, and Internet Week NY
- Launched PepsiCo 10, designed to bring in new ideas via an open call for partners among emerging tech companies
- Ask themselves how to discover what new technology will mean to the brand, and how to challenge existing realities
- “Mission Control Center” for Gatorade takes the brand’s pulse 24/7
- Willingness to experiment on both a large and small scale implies a willingness to fail on occasion – and learn from it
- The Trop50 program – a co-developed community around health, family and relationships – started as a partnership with BlogHer. The Juice online community was created around a “More of what you want, less of what you don’t” theme. What resulted were brand awareness, equity and volume improvements that outscored those earned through traditional media.
- PepsiCo will launch a program by which consumers who scan bar codes on PepsiCo products via smartphones will receive content from the brand or its corporate goodwill programs