Pepsi Promotion Flat?

Everyone is talking about how Apple didn't sell 100 millions songs like they said they would. Yesterday, it was reported that only 5 million of the potential 100 million songs have been redeemed in the Pepsi iTunes giveaway [via Dynamist].

Two thoughts:

1. 5 million downloads!!!! Getting the U.S. population to do five million of same thing is a big deal.


2. I am sure we have a marketeer in the blogsphere that can confirm for me a 5% conversion rate on a giveaway is nothing to complain about.

Comments

[Chris O'Donnell]

What percentage of the general population...

1. has a computer
2. has a computer with Itunes installed
3. has ever downloaded music from any source
4. and cares enough about music to redeem a .99 coupon?

I'm guessing it is around 5%. I'm also guessing Apple and Pepsi knew that going in.

[Giordano]

They knew it, or else Pepsi needed to put apart several tens of millions of dollars for this...