The Coca Cola Challenge
Jacqueline Biggs — November 9, 2006 — Tech
References: coca-cola
It seems Coke has learned a thing or two about the need to embrace the consumer generated phenomenon. After the initial Coke/Mentos videos 'debacle', when Coke took the high ground saying that they wanted people to drink Coke, not play with it and then introduced a lame contest, encouraging people to submit videos that aligned with the company's new tagline, "The essence of you.". No surprises, that was roundly ignored. Now, they're getting there – partnering with Fritz Grobe and Stephen Voltz, the two unknowns that previously hijacked the brand, and have just launched a new competition that gets people to consider how ordinary objects can do extraordinary things – there are some pretty impressive prizes for budding directors – but is it a little too late to embrace the trend? Didn't Mentos do this back in July? And didn't their contest at least encourage sales of Mentos and Diet Coke:.
Trend Themes
1. User-generated Content - Potential for disruptive innovation in the marketing industry by embracing user-generated content to engage customers and enhance brand loyalty.
2. Interactive Competitions - Opportunity for disruptive innovation in the advertising industry by creating interactive competitions that encourage customers to participate and showcase their creativity.
3. Partnering with Influencers - Potential for disruptive innovation in the brand collaboration industry by partnering with influencers to leverage their creativity and engage a wider audience.
Industry Implications
1. Marketing - The marketing industry can benefit from embracing user-generated content to create authentic and engaging brand experiences.
2. Advertising - The advertising industry can explore innovative ways of creating interactive competitions to captivate and involve customers in their campaigns.
3. Brand Collaboration - The brand collaboration industry can harness the power of influencers to create unique and impactful content that resonates with their target audience.
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