“RefreshEverything,” Pepsi’s most recent campaign, ran over 23 days in January and was timed to coincide with President Obama’s Jan. 20 inauguration. It produced jaw-dropping results we wanted to share:

+ 6 million people visited RefreshEverything on Facebook.

+ 174,000 people became RefreshEverything Facebook fans.

+ There were 400 video submissions posted on YouTube, surpassing YouTube’s benchmark of 200 videos.

+ RefreshEverything YouTube videos received over four million page views.

+ Over 700 blog postings mentioned the ad campaign.

How did they do it?

1) The campaign started with a branded YouTube channel and a microsite, RefreshEverything.com.

2) The campaign used search and display ads on Yahoo and Google to drive traffic to both the YouTube channel and the microsite.

3) Two additional marketing tools, including e-mail marketing and a .mobi site, helped drive visitors to the sites.

4) An ad invited people to create a YouTube video, “Dear Mr. President,” as an open letter to President Obama.

5) On inauguration day, Pepsi ran take-over ads on Yahoo’s homepage and YouTube, driving an amazing amount of people to RefreshEverything.

This is a great example of using many kinds of new media to engage and inspire a chosen audience to get people talking. But of course, you have to have the idea first!

Check out how the microsite engages, delights and inspires at RefreshEverything.