Emphasis mine.

“The Refresh Project accomplished everything a social media program is expected to: Over 80 million votes were registered; almost 3.5 million ‘likes’ on the Pepsi Facebook page; almost 60,000 Twitter followers. The only thing it failed to do was sell Pepsi.“

“It achieved all the false goals and failed to achieve the only legitimate one.”– Bob Hoffman, CEO of Hoffman/Lewis Advertising

Hat tip Dan Woychick.