Coca Cola has caught the viral marketing bug and is send three bloggers around the world in an all expenses paid trip to 206 countries were Coca Cola is sold to blog, tweet, produce video (for a shot at going viral) and to use web 2.0 and social media to cover there experiences during the trip.
The campaign is reminiscent and may be inspired by last years “worlds greatest job campaign” for the Queensland Tourism Board that promoted a job as “island caretaker” in the Great Barrier Reef region, and which was honored with a prestigious Cannes Lions PR award this year for it’s massive success raising awareness about the reef and it’s wonders. The man who the contest did go missing though (you’ll find a link below to a story on the subject).
Adam Brown, Director of Digital Communications for Coca Cola said, “it’s not about having the Coca-Cola brand first and foremost, center of the screen. It’s about telling the story that involves Coca-Cola, that involves the attributes of what Coca-Cola is about, optimism and joy.”
Credit to Mr. Brown and his team at Coca-Cola should be given because the company clearly understands that social media and viral marketing are long term, and not just one off attempts. I predict this one will be a winner because it makes some unlikely heroes out of the bloggers who many wannabes will follow in hopes of one day having the opportunity themselves, it should produce some interesting content, and will likely have many conversations about it like this article and in comments on other sites.
Social Media Marketing and Viral Campaigns are quickly becoming an integral part of many brands communications strategies that it’s impossible to ignore the potential of applying similar social media strategy to smaller companies because social media and web 2.0 are simply so accessible to anyone with some basic tools and imagination. There have been major fails by large brands in the past, but this story is one that looks like winner from the get go.
I’ll definitely be following this campaign to see the results.
Coca Cola viral-Coke maker sending 3 bloggers on all-expenses paid 206 country Blogging – Tweeting Campaign
Coca Cola has caught the viral marketing bug and is send three bloggers around the world in an all expenses paid trip to 206 countries were Coca Cola is sold to blog, tweet, produce video (for a shot at going viral) and to use web 2.0 and social media to cover there experiences during the trip.
The campaign is reminiscent and may be inspired by last years “worlds greatest job campaign” for the Queensland Tourism Board that promoted a job as “island caretaker” in the Great Barrier Reef region, and which was honored with a prestigious Cannes Lions PR award this year for it’s massive success raising awareness about the reef and it’s wonders. The man who the contest did go missing though (you’ll find a link below to a story on the subject).
Adam Brown, Director of Digital Communications for Coca Cola said, “it’s not about having the Coca-Cola brand first and foremost, center of the screen. It’s about telling the story that involves Coca-Cola, that involves the attributes of what Coca-Cola is about, optimism and joy.”
Credit to Mr. Brown and his team at Coca-Cola should be given because the company clearly understands that social media and viral marketing are long term, and not just one off attempts. I predict this one will be a winner because it makes some unlikely heroes out of the bloggers who many wannabes will follow in hopes of one day having the opportunity themselves, it should produce some interesting content, and will likely have many conversations about it like this article and in comments on other sites.
Social Media Marketing and Viral Campaigns are quickly becoming an integral part of many brands communications strategies that it’s impossible to ignore the potential of applying similar social media strategy to smaller companies because social media and web 2.0 are simply so accessible to anyone with some basic tools and imagination. There have been major fails by large brands in the past, but this story is one that looks like winner from the get go.
I’ll definitely be following this campaign to see the results.
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