Corporate Crowdsourcing Success Story

AOL’s finance site has a story about Pepsi’s Refresh Project, describing it as “one way that big, faceless companies can reestablish personal relationships with their customers.”

Rather than give to established foundations, Pepsi asked customers to help them find smaller community nonprofits to support. At the Refresh Project site, visitors can then vote on where Pepsi will send its donations.

The marketing soon paid off, generating 1.6 million monthly visitors to the project’s website. What’s more, customer involvement has extended beyond the site: ‘When millennial consumers became aware of the project,’ she says, ‘their purchase intent went up, and so did their direct engagement with Pepsi.’

Win-win, then, I suppose.

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