The web is a magnificent communication platform. It's efficient, effective and scalable. However, now that the social web is here, it's become even more. The web is now a platform for global collaboration between brands and their stakeholders.
Over the last several months I have been working closely with a great team of folks at PepsiCo. You might know PepsiCo as just Pepsi, but they're so much more. Their businesses include megabrands like Gatorade, Frito Lay, Quaker Oats, Tropicana and of course all of the refreshments that fall under the iconic Pepsi umbrella.
Pepsi is eager and ready to change. They rolled out a whole new brand identity recently and now are eager to engage in online communities. (The changes are the first part of a multi-year transformation to reconnect with consumers/youth/pop culture.)
However, in the spirit of collaboration, they recognize it's not solely up to them on how best to engage. With this in mind, the Pepsi team I am working with has opened up a room on Friendfeed - their first embassy inside a major social network designed from the ground up for two-way dialogue and collaboration. I have to admit that I was not planning to participate "on stage." However, my clients felt that in the spirit of openness I should be there and that agency partners increasingly need to come out from behind the scenes when it comes to programs like these.
It is our hope that you will join the conversation and help Pepsi learn how you want them to participate as they venture forward at full speed. I will be there to help facilitate as a representative of the Edelman Digital team that is working closely with PepsiCo. I have embedded a real-time view of the room below (note this might not show up if you are viewing this in an RSS reader). We look forward to your feedback.
