This is a great marketing campaign. $1.3 million a month isn't a lot of money for a company like Pepsi, but they get a lot in return. The brand engagement will be huge, it is likely to go viral on some level. It gives their brand a good name. It gives them an excuse to advertise their brand at the execution of the ideas too, without looking like an evil corporation exploiting a good cause.<p>Pretty smart, if you ask me.