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Pepsi Backs Crowdsourcing and Social Media. No Super Bowl Commercial Will Yield Stronger ROI, Says AdHack

article Crowd Creativity, Distributed Knowledge
Summary PepsiCo is sponsoring a crowdsourcing competition to produce a commercial for the upcoming Super Bowl.
Description AdHack founder James Sherrett says "the short window of promotional opportunity with a SuperBowl ad can really be extended by intensifying the volume of conversations throughout the ad production cycle, and by providing opportunities for fan engagement beyond the 30-second spot."

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