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24/10/2009 by

Coca Cola Sends Bloggers Around The World

We like to keep track of all the big brands to see how they are making the most of all the opportunities offered by social media and we like what we are seeing from Coca Cola. We have recently noticed Coca Cola making some very interesting moves in social media.

They are working closely with the two fans who set up the Coca Cola Facebook Fanpage, they have joined Twitter and now they have decided to run a year long social marketing program very similar to the Ford Fiesta Movement and Tuscany’s ground breaking social media strategy to put the region on the map.

Three bloggers, with all expenses covered and a salary paid by Coca Cola, will be traveling to all 206 countries in which Coca Cola is sold in what will be a year long program. The 3 lucky participants will tweet, blog and put videos of their adventures on Youtube.

According to Adam Brown, director of  Coca-Cola’s Office of Digital Communications and Social Media “it’s not about having the Coca-Cola brand first and foremost, center of the screen. It’s about telling the story that involves Coca-Cola, that involves the attributes of what Coca-Cola is about, optimism and joy.”

We believe this is a great step by Coca Cola for two main reasons. Number 1, they have realised social media is not about short term campaigns, but long term programs. Social media can help brands build relationships , but it is important to remember relationships don’t go over one day ice. It’s a marriage, not a one night stand.

And secondly because they have realised it’s not about shouting their branding messages, but bring people relevant content which they can enjoy and pass along. It is important to realise who your target audience is and the sort of content they will actively engage with and are likely to share.

We are looking forward to seeing the content and reponse this campaign will get once the bloggers get on the plane and start sharing their stories.



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Daan Jansonius
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