Some of you are undoubtedly familiar with TED and some of you are not. So let me just give a little background.
TED (Technology, Entertainment, Design) is a nonprofit foundation best known for its conferences that are devoted the concept of presenting “ideas worth spreading.” These lectures aka TED Talks, are an amazing thing and I highly recommend you spend some time checking them out. They are free to watch here and are some of the most inspiring, engaging and powerful things you will ever come across. Seriously, they are that good.
In 2005, TED launched the TED Prize, which awards a $100,000 to an exceptional individual to make their “one wish to change the world” come true. This year, Jamie Oliver was the well deserving recipient.
You’ll have to watch the video to hear his wish. But I promise you, it’s worth it. So stop checking your email or thinking about what you’re having for dinner tonight or how much you are dreading Monday morning and just be here, now, listening to what this incredible man has to say.
Pepsi made a choice. For the first time in 23 years, they chose to forgo buying commercial time during the Super Bowl. Instead, they redirected the $20 million to launch the Pepsi Refresh Project, a viral marketing campaign that awards grants to non-profits in a variety of communities across the catagories of health, arts & culture, food & shelter, the planet, neighborhoods, and education. Anyone can submit a grant idea online and everyone is welcome to vote.
Naturally, what I like most about the campaign is that is does GOOD. $20 million goes a long way in these organizations and certainly has a longer lasting impression than a 30 second spot.
But that aside, I give the campaign props because it requires Pepsi to engage with their consumer in a way that few of the big companies choose to do. This engagement between brand and consumer is real and the experience can’t be replicated. Gene Liebel, partner for user experience at Huge, which was involved in the development and design for the site, said “the emphasis the campaign places on social media demonstrates how a big brand is letting what used to be called the audience take part in what can become a movement.” I like that. Let’s be a part of this movement and encourage other brands to rethink not only the way they spend their advertising dollars, but how they can impact the world.
Last week while walking home from a birthday party, I stopped to look in the window of Nest, one of my favorite interior stores. In the window they had a flyer for The 3/50 project, an initiative created by Cinda Baxter of Always Upward. Her concept, commit to spending $50 each month at three local independent stores. The facts speak for themselves and remind me that together we can have a tremendous impact on our economy. This month my picks are Nest, Three Tarts and Billy’s Bakery. What are yours?
About
Tara is an experienced branding and marketing strategist with a passion for building and positioning brands through storytelling, creative thinking and innovation.
