One of the biggest social media campaigns will begin in January when Pepsi launches the Pepsi Refresh Project. The company’s social media campaign will focus  on collecting ideas from fans and followers. How, you ask, will that cost Pepsi $20 million? Pepsi wants ideas on ways to refresh their communities. The top ideas will be put into effect and funded by Pepsi, hopefully making the world a little better and, for Pepsi’s sake, generating brand awareness and publicity for the company. This is by far one of the largest budgets to be allocated for a social media campaign by any company

Pepsi isn’t taking this $20 million project lightly. In order to afford the project Pepsi wont advertise during this year’s Super Bowl, something it has done every year for 23 years. In the past decade they spent $142 million on those iconic Super Bowl ads, such as those featuring Britney Spears. Now, though, the company hopes the same amount of buzz, if not more, can be generated by getting fans of the brand to interact and become a part of the Refresh Project and, at the same time, improving communities throughtout the world. The campaign will start on January 13th and voting for the best user-submitted ideas will begin February 1st.

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