Word: superealism
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...advertisers, it's never easy to sit out the Super Bowl. Sure, the spots are pricey - between $2.5 million and $3 million for this year's game, which will be played on Feb. 7. But the 100 million-strong audience, which includes a slew of people tuning in solely to dissect the commercials, almost guarantees instant brand buzz. No one knows this better than Pepsi, which has produced some memorable Super Bowl spots: a sweltering Cindy Crawford sipping on a Pepsi while a couple of adolescent boys admire the can, Britney Spears gyrating for the camera, those stupid dancing bears...
...Pepsi, and to companies around the world, the days when mass-market media is the sole vehicle to reach an audience are officially over. Instead of pouring millions of dollars into a Super Bowl commercial, Pepsi has started a social-media campaign to promote its "Pepsi Refresh" initiative. Pepsi plans to give away $20 million in grant money to fund projects in six categories: health, arts and culture, food and shelter, the planet, neighborhoods and education. People can go to the Pepsi website refresheverything.com - which can also be accessed through Facebook and Twitter - to both submit ideas and vote...
...This is such a fundamental change from anything we've done in the past," says Lauren Hobart, chief marketing officer for Pepsi-Cola North America Beverages. "It's a big shift. We explored different launch plans, and the Super Bowl just wasn't the right venue, because we're really trying to spark a full-year movement from the ground up. The plan is to have much more two-way dialogue with our customers." (See the 19 stadiums that have hosted the Super Bowl...
...Super Bowl parties and photo-op Oval Office visits Obama has held with Republicans, Democrats have relied too heavily on their wide majorities in both chambers to ram legislation through, says Doug Heye, a GOP strategist. "There was never any follow-up to those feints at bipartisanship," Heye says...
...Brady's charisma, or Peyton Manning's overwhelming on-field presence. Still, he is a legitimate part of any discussion involving the importance of those players. He was a surgeon, picking apart defenses with almost flawless accuracy. What else do you need in a quarterback? (See pictures of Super Bowl entertainment...