This looks very interesting. Pepsi (in the US) have given up their prime opening slot at the Super bowl for a $20 Million+ social media campaign. Refresh Everything. The aim to get consumers nominating ideas to ‘refresh’ their environments. The public vote on the best ideas. With Pepsi stumping up the cash to make the most popular happen. The whole thing would have been unthinkable a year ago. But post Obama campaign fund raising it does all kind of fit. Voting kicks off on Feb 1st, we’ll be watching how it gets on. On the Digital Buzz blog is a comment  pointing out that what would have been really brave would have been a global launch. Rather than just doing the folksy American version. Trying to span Pepsi’s global audience with an overarching theme, customised by location and culture. Now that would have been a biggie. Either way as Mashable have pointed out, this could be the point social media really did come of age.