“According to a recent survey by Nielsen, this social-media powered campaign has already paid off in terms of increased media coverage for the soft-drink maker: the survey shows that Pepsi accounted for more than 21 per cent of the media coverage and online buzz around Superbowl advertising — about 10 times as much as Coca-Cola. And the icing on the cake: the $20-million Pepsi is spending on its crowdsourcing project is about $10-million less than it usually spends on Superbowl ads.” - × × ×