With respect to your point about traditional versus new media: I think it is becoming increasingly important to think about all of these outlets as available tools, each with different strengths and weaknesses, but each worthy of equal consideration. In this instance, Pepsi has clearly decided that the tactical value provided by social media outreach outweighs the value they find in a Super Bowl advertisement – but I think it is vital make these types of decisions with the overall campaign goals in mind. The existence and rising popularity of social media doesn’t justify this decision on its own. Instead, we’re starting to see social media – along with other online tools – become a fundamentally integrated part of all outreach efforts.