I've been reading the reactions to Pepsi's recent influencer outreach program, PR for The Pepsi Cooler. Have been thinking about it in the perspective of other outreach campaigns, like Nikon, Vista, HP.
Seems like the lesson here – whether intentional or not – is "influencer, persuade thyself." You don't make a meaningful dent in a $39 billion business by sending some aluminum out to 25 well-networked people. What you do achieve is a discussion that starts to bounce around the echo chamber. That's not necessarily a bad thing.
"There is only one thing in life worse than being talked about, and that is not being talked about." – Oscar Wilde
So what's NOT being talked about here? Coca-Cola. RC Cola. Jones. Red Bull. Et al.
Look at this spike in Google search traffic for "pepsi new logo" since the first delivery date. You think the program's working?