Pepsi is skipping this year’s SuperBowl ads, instead banking on Crowdsourcing and Social Media with its Refresh Project.

But why?

“Why did Pepsi trade their $20-million Super Bowl commercial for a $20-million social media campaign? Because their Refresh Everything project promises a superior return on investment. Pepsi is banking on the combination of crowdsourcing and social media to extend the life of Pepsi’s ad dollars from 30 seconds in one day to a full year of engagement…”

Read the rest of the article here.