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Coca-Cola has achieved some notable successes in digital marketing, not least its massive following on social media and various polar bear campaigns.
As such I thought it would be interesting to round-up 10 of its most interesting digital initiatives, some of which involve massive global campaigns while others are unique local examples.
This post follows on from similar articles focusing on McDonald’s and Nike.
And for more information on Coca-Cola’s digital strategy, checkout our blog posts looking at how the brand uses the four main social networks and how it used co-creation to crowdsource marketing ideas...
Culture is the “stories we tell ourselves about ourselves,” wrote Clifford Geertz in 1973. What the virtuoso anthropologist meant: stories reveal our social reality as much as they shape them.
So what yarns are we telling ourselves about today’s marketing environment, and how do they influence our marketing?
While putting together our recent series of posts looking at how major brands use the four main social networks I’ve somehow managed to overlook Coca-Cola, so today I have rectified that startling omission.
Coca-Cola is one of those instantly recognisable brands that would rake in fans and followers without even trying, so it’s to its credit that it has active accounts across the social web.
So, here’s a quick look at how it uses Facebook, Twitter, Pinterest and Google+.
The importance of content marketing in a world inundated with data is becoming increasing apparent. In fact, if you aren't doing it, the money and time spent on what you are producing is frankly a waste. Content is now a vital part of search as marketers move away from thinking only in an overabundance of keywords.
But what about story and the future of narrative? We looked back at a couple of the videos from our recent JUMP conference that highlighted the importance of story and looking at new ways to create it.
For a business as recognisable as Coca-Cola, marketing campaigns are aimed less at driving awareness and more at increasing loyalty and love for the brand.
At Econsultancy’s JUMP New York event Coca-Cola’s Christy Amador gave an insight into the overarching marketing strategy employed by the brand, with particular reference to its campaign at the London Olympics.
Amador said that Coke’s marketing content always follows two basic principles – it has to be both liquid and linked.
Liquid refers to the fact that the content needs to flexible and able to filter down through all areas of the brand’s marketing activities, but it also needs to be linked together.
Last week almost 1,000 marketers attended the Metropolitan Pavilion in New York for Econsultancy’s JUMP 2013 event.
The agenda for the multichannel conference included speakers from Coca-Cola, Abercrombie & Fitch, Adobe, Nokia and IBM.
Obviously it’s not possible to condense all the different tips and recommendations from the whole day into one blog post, but here are a selection of the most interesting points and takeaways.
A number of them were taken from Twitter using the hashtag #cometoJump, and unfortunately not all the quotes were attributed correctly. If you can claim any of the soundbites or know who said them, please let me know in the comments...
Marketers everywhere (or those using Tumblr at least) can finally rejoice. Today, Tumblr and Union Metrics, Tumblr's preferred analytics provider, has announced the first ever analytics platform for Tumblr.
Tumblr hosts 75 million blogs and users create more than 70 million new posts each day. Over the past 6 months, marketers have been able to pay for advertising by either pinning a post to follower's feeds or be featured in Radar on the right hand side of user's Tumblr dashboard. Success comes for brands if their content is good and suited for Tumblr - which includes great images and imaginative animated gifs.
Unfortunately all they know is how many times their post has been reblogged but not how many times it has been seen or reblogged off their reblog.
Today, we're launching a new weekly Twitter showdown of some of the biggest companies on the web, in your grocery store or on your brain. Today's competitors are some of the most well known brands on the planet.
Yep. It's Coca-Cola verses Pepsi. When have we heard that before? But this time, we're not having a blind taste test. With the help of Visual.ly's new easy to create infographics, we could easily compare these two drink giants.
First, a little background on what our competitors are doing.
Coca-Cola has revealed that its Super Bowl ad campaign will involve two animated polar bears reacting in real time to action on the field.
The drinks brand aims to connect with the estimated 60m TV viewers in the US who will be using a second screen while watching the game.
Is the age of expensive brand sponsorship coming to an end? The World Cup starts today and the brands getting the most brandlift from the events are not the ones who signed expensive sponsorship contracts.
It's Pepsi and Nike who have achieved the most World Cup buzz so far. But Adidas and Coke are the ones forking over for sponsorships. In today's world of the digital brand ambush, it's getting harder to make the case for official sponsorships.
According to Frank Cooper, Pepsi's SVP and chief consumer engagement officer, his company no longer wants to act like a big brand. The self-described "voice of a generation" isn't looking for its next celebrity spokesperson or major TV placement.
At TechCrunch Disrupt in New York, Cooper explained:
"Now the big brand story is: don't act like a big brand."
That directive could be harder than it looks.
As companies are quickly learning, creating a social media strategy without the ability to change major corporate funcitons can be futile.
At the IAB's Social Media Marketplace in New York on Monday, Coca-Cola's director of media and interactive communications in North America made clear that her company is trying to avoid that. As Linda Cronin put it:
"Social media should be owned by the whole organization, not one person or one department."
But that's easier said than done.