When Coca-Cola’s ad agencies ran out of ideas for a marketing brief, the company decided to turn to an online community to crowdsource some ideas.
By using co-creation Coca-Cola was able to generate thousands of new ideas from a global community of creative individuals, giving it a huge amount of content to inspire future marketing activities.
And the drinks brand isn’t the only major business using co-creation. BMW has a minisite that allows people to contribute to its current projects.
So to find out more about why Coca-Cola moved away from the traditional agency model and its on-going work with co-creation community eYeka, I spoke to the Asia Pacific regional director for sparkling and activation platforms Leonardo O’Grady…