Social media marketing campaigns are proving to be goldmines rich with customer engagement and insight that companies wouldn’t likely have otherwise. Companies like PepsiCo are going to extensive lengths to foster this type of collaboration with fans, and the payoff has been big.

The company’s Mountain Dew division is several stages into its DEWmocracy campaign — a plan to launch a new Mountain Dew flavor with the public’s involvement at all levels of the process, and PepsiCo also just launched the Pepsi Refresh Project on January 13th. Rather than spending money on Super Bowl television ads this year, the company is spending $20 million on a social media campaign.

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