In 2009, PepsiCo launched an initiative called the "Pepsi Refresh Project", For the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which consumers submitted ideas for grants for health, environmental, social, educational, and cultural causes. in which individuals submit and vote on charitable and nonprofit collaborations. The main recipients of grants as part of the refresh project are community organizations with a local focus and nonprofit organizations, such as a high school in Michigan that—as a result of being selected in 2010—received $250,000 towards construction of a fitness room. Following the Gulf of Mexico oil spill in the spring of 2010, PepsiCo donated $1.3 million to grant winners determined by popular vote. As of October 2010, the company had provided a cumulative total of $11.7 million in funding, spread across 287 ideas of participant projects from 203 cities in North America. In late 2010, the refresh project was reported to be expanding to include countries outside of North America in 2011.