A presentation by Michael Donnelly,
Group Director of Worldwide Interactive Marketing for Coca-Cola, created for the iStrategy2010 conference. @MichaelDonnelly
This presentation outlines Coke's 'fans first' approach in social communities.
However, it really is kind of business as usual…just with a few new technologies to make it a little more challenging and even better…because our brand is and always has been social by nature…you share a coke the refreshing experience…These pictures, by the way, have all been uploaded by loyal fans within the past 24 hours on our Facebook page which we’ll talk about more in a few minutes….
‘share’ is featured a bit more prominently in this graphic – likely due to the “who would you share the last Coke on earth with?” status update on Sept 23rd
Song that thing - Coke Canhttp://www.facebook.com/video/video.php?v=516887211762&oid=40796308305&quot;This is the first of what I hope to turn into something of a series. The idea here is to create a song that features a single object. While I still use my voice and occasionally get minor help with other instruments (such as a microphone, razor blades, computer software, etc.) I try to stay true to the challenge. I make the songs sound as good as I can with all of the tools at my disposal, but the sounds really do come from the object featured in the video.&quot;Gotta Get It, Gotta Have It, Gotta Live It! Sing along!http://www.facebook.com/video/video.php?v=1174726572504&oid=40796308305HEY COKE EXECS & Fans! Check out my friend (and devout Coke Drinker) Andy Grube&apos;s song he wrote about Coke. Great gingle and perfect for an Ad Campaign! Let me know what you think. Run, Run, Run!http://www.facebook.com/video/video.php?v=104214778932&oid=407963083052 Young men are spending a bored afternoon in the house until they decide to go get a Coke and the run is on! Filmed in Santiago, Dominican Republic. Fan Created - Open Happiness - Coke Commercialhttp://www.youtube.com/watch?v=x2ye-9jk6T0World&apos;s Greatest Coca-Cola Fanhttp://www.facebook.com/video/video.php?v=1036596479551&oid=40796308305The World&apos;s Greatest Coke Fan was CANNED by his employees at AdvanceMe, Inc. Check out the video to see how far $800 worth of Coke can go!
It was taken from the peak of the Iztaccihuatl, Mexico&apos;s third highest mountain. [At 5,230m... you can guess why was the bottle half-full! :-)]Les Grand Montets near Mont Blanc French Alps 3275mNEVADO DEL TOLIMA KOLOMBIA 5.800 MTS...CHARLYTOONS
We will abide by our “Fans First” approach: Listening, Respecting and Celebrating them and THEIR manifestations of THEIR brand. Majorityof our efforts will be spent enabling them to comment, upload, create, and consume THEIR own consumer-generated brand-related content while thirty percent will be spent on strategically targeted messaging supporting regional business objectives.
example of one of the games: tap two keyboard letters as fast as you can to win.this functionality game focuses on the need for energy.
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