Posts tagged with Diet Coke

How Coca-Cola uses Facebook, Twitter, Pinterest and Google+

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+.

By way of comparison, check out our other posts that take a similar look at other brands including Red Bull, Cadbury, Microsoft, Walmart and Nike...

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Why do top global brands like Coca Cola ignore Twitter for engagement?

Coke can, by poolie on FlickrRecently we’ve been looking more and more at the online performance of brands, which is increasingly key to success in a multichannel world.

Historically, many FMCG brands have not considered their products as being relevant for the internet, and certainly not in terms of e-commerce. It is understandable. Nobody really visits Google to find a place to buy a Coke. 

Nevertheless, the brand owners spend countless millions, and in some cases billions, on multichannel advertising campaigns. Partly because they have to, and partly because they can.

But here’s the truth of the matter: many ad campaigns aren’t delivering what they should be because budgets aren't being invested into digital channels to encourage (and capture) engagement.

All too often the internet (and mobile) is a last-minute thought, when it should be built into a campaign at the outset. More than that, it should now be hardwired into marketing strategies by default.

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Coca Cola’s major multichannel campaign is a minor fail

A bunch of Diet Coke cans by AlwaysSecondBest via FlickrOne of my earliest brand-related memories involved eating lots of Weetabix in order to secure some ‘free’ Lego. I ate more Weetabix than ever before, and one sunny day my free Lego turned up. 

This reflects something that FMCG brands have known for many decades: on-pack promotions are an extremely powerful tool in the marketing toolkit.

Coca Cola is no different, and is currently promoting a campaign to win £10,000. All you have to do is drink lots of Diet Coke and look under the ringpulls for unique codes.

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