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For Coca-Cola, it’s social media and a smile | Article | Homepage articles
by Kyle Leung – Branding and PR Insights | 5 Branding Lessons from the Coke Happiness Machine
Apart from being a deft viral video, the idea of Coca Cola’s latest surprise – the Coke Happiness Machine – reveals a well thought out strategy that ultimately leads to effective brand building. Here are five lessons on branding that I grasped from the video! Lesson #1: Rethink Clutter in building brand presence. See how the vending machine takes pride of place in its own physical setting? It’s not because of the size of the machine or attractiveness of the color or insignia. The Coke Happiness Machine found a prime, empty space in the middle of a room full of its target audience, flanked with white walls in a high traffic area.
Michael Donnelly’s role in Coca-Cola ’s global interactive marketing group is to help increase the understanding, testing, adoption and use of digital marketing and emerging media among the company’s marketers. Here, he discusses his role in establishing best social media marketing practices for Coke’s marketers around the world, the challenge of determining social media’s ROI and the company’s biggest social media gambit yet—Expedition 206. eMarketer: What is your view on paid ad programs on social networks? Do you recommend that Coke brands make social network ad buys with each online media program? “It’s like fishing where the fish are.
Coke Crowdsources Happiness - eMarketer
Coca-Cola Lays Out Its Vision for the Future at 2010 Meeting - Advertising Age - News
Read the whole thing at AdAge →
Along the way, the “Happiness Ambassadors” will take photos, make videos, send out updates on Twitter and Facebook and connect with individuals around the world. Yesterday, at the World of Coca-Cola in Atlanta, GA, Coca-Cola announced the winning Expedition 206 team. Online voters from all over the world picked Tony Martin, Kelly Ferris and Antonio Santiago — Team The MIX — to go on the remarkable trip. Coca-Cola invited Mashable to the event and we got a chance to talk with the winners and some of the Coca-Cola team members who put the whole campaign together.
Inside Coca-Cola’s Social Media Strategy and Happiness Ambassador Program
SmartBlog On Social Media » Andy’s Answers: How Coca-Cola is connecting fans all over the world
We’re interviewing a bunch of brilliant word of mouth marketers as previews for the Word of Mouth Supergenius conference in Chicago on Dec. 16. In this interview, Adam Brown , Coca-Cola Group Director, Digital Communications, shares a few tips based on the case study he’ll be presenting: