Take a look at the insightful Brandweek interview with Pepsi’s Bonin Bough, who oversees all things tweet, blog and YouTube-related.  He discusses why the Dear Mr. President Campaign was so effective.

Here’s an excerpt from the full article:

“BW: The “Dear Mr. President, Refresh Everything” social media campaign (where consumers could upload a video through an ad banner)-how big of a success was that for PepsiCo? Why did it work so effectively?Â
 

BB: It speaks again to giving people a platform to share their thoughts. And that’s really important. Just look at YouTube. If you really think about it, it’s the largest broadcast network in the world, and in such a short amount of time, too. People are willing to share if they are given a structured opportunity to do so. That was a change mindset we tapped into. It was phenomenal program that drove a ton of interest. It spoke worlds to the fact that Pepsi is about enabling experiences via the music platform.”

  

Original May 7th Post:

Congratulations to all Webby winners, including R/GA and Pepsi for the revolutionary Dear Mr. President Campaign, which enabled viewers to send a personal message to the President via webcam in banner.

We previously wrote about this groundbreaking campaign here in the blog