What happens when a bunch of dopey drunk hockey fans watch their most beloved team lose in Game 7 of the Stanley Cup Finals? They lose their @$%^$)%# minds! And others take pictures.

Typically all those photos would never really be able to be used for much more than a conversation among friends. But, thanks to the internet, and in this case Tumblr, they can hopefully help to find the people who felt the need to destroy one of the most beautiful cities in the entire world.

I really hope it helps :)

Today Pepsi launched the Pepsi Refresh Project.

And as most people know, I have a serious soft spot for social media projects that support social causes. I just think that the social web has such great tools to raise awareness and gather support for a variety of causes in a way that was so unfathomable before its emergence. People who otherwise have no connection to one another can come together in support of something they both believe in wholeheartedly. Ultimately, people are louder and act bigger when they don’t feel like they are fighting for a cause alone.

So Pepsi is looking for great ideas to fund with a whole lot of money. Have an idea? Enter and you could win the cash to make it happen. Having worked within the social cause space, my thoughts are initially drawn to how complicated the eventual execution of this will be and how hard it will be to ensure the cash is spent responsibly and with real results to measure, however, I am still very intrigued. This is pretty cool. So often the only way major brands are willing to get involved in social cause work is to donate large amounts of money to well-researched and reputable charities. This is a big departure from that model and has the potential to create real change in the world (well, real change for legal residents of the United States residing in one of the 50 United States or the District of Columbia).

All in all, I’m excited to see where this goes. They are off to a rocky start (submissions not working correctly, privacy issues, etc.), but they are on top of it and seem to have a really well-integrated approach to keeping it all in check.

website: www.refresheverything.com
blog: www.refresheverything.com/blog
twitter: www.twitter.com/pepsi
facebook: www.facebook.com/refresheverything

Good luck Pepsi!