Tagsbranding, Catherine Feliciano-Chon, coca-cola, Industry Trends, Marketing, Social media
Even the biggest brands stumble in the social media sphere. Coca-Cola is the latest company to offer a cautionary tale. As part of “a little social experiment… to create a happy story”, Coca-Cola Australia invited its facebook fans to post one-word comments in response to previous posts. The idea was to generate a free-association narrative. Within minutes, the experiment devolved into an exchange of name-calling and obscenities between the fans. Coca-Cola deleted many of the 700-plus responses since the majority “were not in keeping with our house rules.”
Although that Coca-Cola effort fizzled, another online campaign is popping. As part of a 2011 initiative, Google invited four international brands to reinvent their once-iconic ads for a new generation. Reuniting the creative teams behind the original ads, the challenge was to re-imagine the brief using the latest technological tools.
Coca-Cola chose to reinterpret its seminal 40-year-old ad, ‘Hilltop’. A phenomenon at the time, the 1971 original ad celebrated tolerance and unity and featured a multicultural cast singing ‘I’d like to buy the world a Coke’.
Updating the ad for the digital age, Coca-Cola created an interactive campaign that honors the hippie-inspired One-World vibe of the original. Using mobile technology, users can send a free Coke to a random stranger in another country and connect directly with the recipients. It goes to show that, even with all the whiz-bang expertise, a great campaign rests solely with a great idea.
For more information about the campaign, and to see other examples, log onto
Enter your email address to subscribe to this blog and recieve notifications of new posts by email.