Coca-Cola launched a video called "Coca-Cola Social Media Guard" to encourage people to stop using their mobile devices and spend quality time with loved ones. The video went viral with over 3 million views. Analysis of YouTube comments found that 63% were positive, praising the video's brightness, while 17% were negative, some in response to plant closures. On Twitter, 59% of tweets with #SocialMediaGuard were positive, describing the video as "genius" and "brilliant." The campaign reinforced Coca-Cola's goals of refreshing people and inspiring optimism through shared moments.

1. “Share a real moment with Coca-Cola” is how the company
invites its consumers to put away their mobile devices and share
with their loved ones a moment of happiness and
togetherness.The film “Coca-Cola Social Media Guard” was post-
ed on YouTube on February 19 by Coca-Cola Middle East, and it
spread virally through the Internet. Since its beginning, the film
has been watched by over three million people around the world.
However, as all good campaigns there are people who react pos-
itive, negative or neutral. In order to analyze the impact in the
social media channels,YouTube and Twitter have been chosen.
On one hand, according to YouTube reports, from its launching
date to February 26, date which this report was developed,
there were 20 406 people who liked it, and 1 537 who did not
liked it.To measure the intensity of the sentimentalism of the
video through coding hang information, it was necessary to
determine a sample, and a length of time.The sample chosen
involved 40 comments in YouTube analyzed from 10am to 1pm.
The results were that sixty threepercent of the comments
reviewed mention the brightness of the video. Comments such
as “it is exceptionally brilliant,”“love it,” “Muito boom” (very
good),“Si esto es real” (Yes, this is real), supported the positive
sentiment towards the video.
Nevertheless, comments such as “estupido” (stupid),“malo”
(bad) comprehend the seventeen percent of the negative sen-
timent that viewers had towards the video. It is important to
mention that in this seventeen percent, comments related to
the decision about closing facilities in Fuenlabrada, Mallorca,
Asturias and Alicanteaffected the sentiment of the consumers.
On the other hand,Twitter,with #SocialMediaGuard,reported on
February 26 that 59 percentof the tweets (percentage obtained
by coding hang method) are positive. Terms such as “genius,”
“brilliant,” “fun” were some of the examples about how cus-
tomers feel about the brand and the new device which is called
“The cone of Shame.”According to TOPSY (analytics tool used to
develop the current report),on February 27 Twitter showed 872
tweets since the date the video was launched. From the total
population of the tweets found by TOPSY a positive sentiment
indicated 55 points. Tweets such as “Well done”, “Loving #Co-
ca-Cola’s #SocialMediaGuard,” “Awesome Social Media Guard”
support the positive sentiment about the video. Socialmention
mentions in its free analytics tool that the strength (how strong
is the brand is mention on social media) shows a 36 percent.
Overall the sentiment toward this new viral is positive; however
there are some negative tweets and comments found on these
two social media networks that could be bring some level of
awareness to the brand. For instance, as mentioned before, some
of the comments found on YouTube were related to the deci-
sion of closing some facilities in Spain.As a result, these types of
comments may bring some dissatisfaction and angriness to Co-
ca-Cola. As a recommendation, it is important to pay attention
and interact with thosepeople because this interaction might
improve the image of the brand, transforming those consumers
in influencers that will talk better about the brand.
To refresh the world, to inspire moments of optimism and happi-
ness, and to create value and make a difference are the purposes
of the brand. As a result, the company along with the new vid-
eo has reinforced its purpose. First of all, the video has brought
a refreshing concept of face-to-face is outdated. For instance,
“The Cone of Shame” has been introduced as a fresh breeze in
this new mobile era. Moreover, “Coca-Cola Social Media Guard”
shows consumers how putting away their mobile devices can
bring happiness, optimism and togetherness. Lastly,“The Core of
Shame” shows consumers the valuable of sharing moments with
their loved ones.The dynamic storytelling model that Coca-Cola
uses to disperse systematically its information and campaigns
among every culture makes the company the owner of excel-
lence content as shown videos like this. Tolga Cebe, region man-
ager, Coca-Cola Middle East, stayed in The Coca-Cola Journey
website that they have been pleasantly surprised by the results,
which revel a strong and positive sentiment from around the
world and, ironically, highlight the global power of social media.
Coca-Cola Social Media Guard