How do you get people excited about a brand that’s been around for generations. A brand they can buy in any corner store. Watch this stunt by Coke. This is the kind of opportunity online video brings, where experimentation is encouraged without a big budget 30 second ad spot on the line. On paper it must have looked like a bust “what?? people will whip into a frenzy over free pop!!!???” Well done.
January 19th, 2010 at 5:57 pm
I would be surprised if there was much risk of a bust. Free food to students- they’re lucky they didn’t start a riot. I think a good take away is story telling is important and being part of (identifying with) it is even better. -tell a story with your brand as one of the main characters.
January 19th, 2010 at 7:42 pm
Social comments and analytics for this post…
This post was mentioned on Twitter by mikeedgell: http://bit.ly/6EL86d How do you get people to get excited about an old brand? Watch this online video from Coke….
January 19th, 2010 at 7:45 pm
[...] This post was mentioned on Twitter by davefleet, Tanya Snook, Joseph Uranowski, Carol Mason, Laura Powers and others. Laura Powers said: RT @mikeedgell: http://bit.ly/6EL86d How do you get people to get excited about an old brand? Watch this online video from Coke. [...]
January 20th, 2010 at 10:04 am
Brett, you’re totally right, storytelling is crucial – the average viewer wouldn’t see the Coke piece as a ‘story’ per se but upon further examination it follows a very classic story arc aka “the whale” that i’ll write about in a later post
January 20th, 2010 at 9:31 pm
What happens if you get scared half to death twice?