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PepsiCo Wants To Co-Collaborate With Its Consumers

Marketers need to make a brand a critical part of their core fans' culture, says Frank Cooper, PepsiCo America Beverages' svp and chief consumer engagement officer. If you achieve this, you'll not only uncover new details about your brand, you'll also develop co-collaborators.

There are at least three benefits to be had: 1. Great ROI; 2. Powerful word-of-mouth buzz and 3. A better brand reputation.

Cooper cites the Mountain Dew DEWmocracy campaign, which Laurie Sullivan details in this morning's Marketing Daily, as a prime example of ROI generation. "Having fans involved in the media and advertising buy-in process gave us better insight into which Web sites they are truly engaged with and not just passively visiting," he says. And the more transparent you are in your actions with your core audience, the more positive the response will be, he maintains.

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