✔ COCA-COLA 2020 - FROM CREATIVE TO CONTENT

Coca-Cola here defines their strategic road map moving forwards.  This a response to the widespread recognition in the industry that "the legacy models are all broken" and "the traditional solutions are all becoming less and less effective."

What's Coke’s ‘Content 2020’ goal?  Double their current sales by creating ideas so contagious they cannot be controlled. The types of content that will be developed?  Serial Storytelling, Multi-faceted Storytelling, Spreadable Storytelling, Immersion and discovery Storytelling, and Engagement Storytelling. (A clearer explanation of these content types is available in the videos).

(Part 1)

How will they achieve this?  Coca-Cola intends on developing a conversation model that extends brand stories.  The brand stories are intended to create ‘liquid’ and ‘linked’ ideas that provoke conversations (which the brand can act and react upon). The company also has identified that they intend on integrating technologists into the core creative teams and further developing direct relationships with Technology companies.  

(Part 2)

What's clear is that people and organizations are reordering their priorities and causing global change across a range of interconnected spaces from honesty and fair employment to communal, social and environmental responsibility. 

Coca-Cola has always been at the forefront of innovation and storytelling. In these video’s Jonathan Mildenhall, VP, Global Advertising Strategy and Creative Excellence explains how Coke will leverage the opportunities in the new media landscape and transform one-way storytelling into dynamic storytelling (hoping to add real value and significance to peoples lives.)  

One (of many) elements we also believe 100% is the need to optimize efforts such that "every contact point with a customer should tell an emotional story".  Kudos to Coca-Cola for establishing a new participatory global brand framework and giving its constituents a voice.   We’re confident this positioning will serve you well.

Integrating Experiential and Social Marketing – The magic of Coca-Cola’s “Village” Experience

The term Experience Economy was first described in a book published in 1999 by B. Joseph Pine II and James H. Gilmore.  The author’s argue that businesses must orchestrate memorable events for their customers, and that memory itself becomes the product - the "experience".

Many big brands involved with Experiential Marketing have been wondering how best to integrate social media with live brand experiences?   Moreover, how to engage and integrate all participants as a part of the live event in a meaningful and relevant way?  Coca-Cola enlisted Isreali experiential agency Promarket to do just that.  The innovative Coca Cola Village experiential event synced everyone who participated.  Live in real-time. 

The Coca-Cola Village experience was run in 2010 through Facebook.  Perfect for their target’s technographic profile, a Facebook app allowed teenagers to easily register and participate.  The simple goal was to collect ten Coca-Cola caps, gather eight friends (who did the same) and gain exclusive entry to the Coca-Cola Village.  At the Coca-Cola Village, users were given a unique (RFID Microchip enabled) wristband that held their Facebook login / password - so all they needed to do was swipe when starting each new activity (now integrated with Facebook). Every time a user swiped, his or her Facebook status was instantly updated with what users were specifically doing at the event, keeping friends up to date in real time.   It get’s better.  The wristband also allowed for auto-tagging of all the photos taken at the Coca-Cola Village.

The results? The experience could accommodate 650 teenagers a day and the three-day Coca-Cola Village experience generated over 100,000 posts.   

Watch the Video Case Study

- - - - - -

Goodbuzz® is a Toronto-based Digital Agency that creates participatory media campaigns that entice consumers to play, create, and share brand experiences.  This is accomplished by focusing on developing "branded utility" - moving away from interruptive 'push' models towards more meaningful ways of connecting. From simple metrics to actionable insights that enable data-driven marketing decisions - Goodbuzz links social media efforts to business outcomes. Visit Goodbuzz or join us on Facebook. Any / all product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged.

MAZDA’S INNOVATIVE USE OF FACEBOOK

Mazda tried their hand at engaging with younger generations through the use of Facebook in a recent concept car design contest.  The Mazda Design Challenge asked Facebook users to help design the 2018 Mazda3, the manufacturer’s best international selling vehicle.

To wrap up the challenge, Franz von Holzhausen, director of Mazda Design and his team, along with contest winner, will create a clay concept car live at the upcoming LA Auto Show.  To enter, contestants submitted a 150-word description of their vision of the 2018 MAZDA3 and an optional sketch drawing. The Mazda Design team then judged each entry, choosing 10 semi-finalists.

Five finalists were chosen by the Facebook community, and each of the five finalists were paired with a Mazda designer to hone their concept, which was then judged and voted on in a second round by fellow Facebook members.

"The Mazda Design Challenge brought in a flood of cool, unique design ideas. The winning design concept is a fresh new way to look at the design of a vehicle," said von Holzhausen. "This competition was a tremendous success, and this entire process was really beneficial to my team and me to understand what design means to our target buyers. Now the hard part comes -- to see if we can actually build a full concept car on the show stand in 10 days and in full view of show goers."

Read original article

COCA-COLA’S DIY PORTABLE APPLICATION “COKETAGS” LETS YOU PROMOTE ANYTHING YOU WANT

Coca-Cola has launched CokeTag, a Facebook application that allows anyone to promote themselves and their interests via a convenient DIY portable application.  Coca-Cola describes CokeTag as a “personal, customizable widget for individuals, bands, bloggers, artists, and companies to share links to content they want to promote and drive traffic to anywhere on the Web.”

You can bundle links to on- and off-Facebook content in a convenient package, which is associated with and accessible from your Profile or Fan Pages and shared via Facebook private messages or Wall posts. Sharing viral or interesting links becomes easy via highly targeted personal networks for friends and fans.

You can bundle links to on- and off-Facebook content in a convenient package, which is associated with and accessible from your Profile or Fan Pages and shared via Facebook private messages or Wall posts. Sharing viral or interesting links becomes easy via highly targeted personal networks for friends and fans.

The CokeTag application features a self-service editor that allows you to control both the content and skin. Several levels of expandable menus enable easy navigation to specific content, while a built-in click tracker lets the creator know every time someone looks at their CokeTag and which links they visit.

Current Facebook distribution options includes: 1) Create and post your CokeTag on your personal profile page, 2) Create and post a CokeTag to any Facebook Fan Page you administer, 3) Grab and post any CokeTag that you discover on to your own personal profile, 4) Send a CokeTag as Facebook e-mail attachment, 5) Post a CokeTag as a Facebook Wall post.

Currently in beta form, CokeTag is the result of a partnership between The Coca-Cola Company and Linkstorm, an advertising technology company pioneering a new approach to social networking, online marketing and publishing. Initially built for Facebook, CokeTag will later be available across OpenSocial sites (MySpace, Bebo, etc.) and eventually to all Blogging platforms and everywhere on the Internet.

Read original article.