“It is a world yearning not just for the beverages we provide but for the ideals and values we represent—ideals like community, fun, happiness and the hope for a better tomorrow”
Muhtar Kent,Chairman of the Board of Directors and Chief Executive Officer | Source: Coca-Cola: Advancing our Global Momentum
Disclosure: We do not work with Coca-Cola, but we love the way they approach new media.
Extending the brand experience is replacing traditional marketing, and one of our favorite examples is Coca-Cola. Sure, marketing is still a way for Coca-Cola to connect with the world, but it seems they embrace a responsibility of service, resource provider and enabler…with far more enthusiasm.
We recently collaborated on a trending book, Collaboration and Co-Creation. During our research, we were able to have a close look at Coca-Cola and monitor an extraordinary journey as they learned to listen and include people in everything. Ultimately, Coca-Cola has discovered how and why to trust people with the brand’s timeless image and message.
125th years and counting! May 8, 2011
Coca-Cola continues to be one of the most followed and most influential social brands. Number 6 on FORTUNE magazine’s annual list of the World’s 50 Most Admired Companies, Coca-Cola’s approach to new media embodies every element of all-things-real.
Coca-Cola measures success by the value of dialogues, not a balance sheet… and by true sentiment, not the number of fans on each social space. In fact, we could say happiness has become a more important form of measurement. There are many clues to just how important sentiment is to Coca-Cola. Happiness has become a bit of an art for them and I can honestly admit that I sometimes read @CocaCola twitter responses just to cheer me up. They are always up-beat and the perfect late day pick-me-up! 0 calories!
Beyond engagement true connections have to include emotion!
In late March, Coca- Cola enabled people to play an inspirational role in the creation of a song. Along with Maroon 5, people from around the world collaborated and inspired “Is Anybody Out There”. This song could never be as-it-is without incredible levels of ideas and feelings from completely disparate sources.
Fans were an equal part of the experience…
Fans were completely immersed within the entire 24 hour mission via video and social media spaces. Tweets and posts revealed their voice, a world full of “Anybody”. They listened in as the song developed, continuously inspiring the artists, at the same time bonding with each other and building on collective ideas.
Now, when these virtual composers hear this song, it may seem as if they could feel their heartbeat within it. Coca-Cola also offered unique advantages to bystanders, as they were able to observe a collective process of extracting inspiration from “anybody” and creating a song.
Value of Co-Creation…
An experiment in levels of sustainable emotion| Perhaps every time they hear the song, collaborators will spark an emotional connection and remember when they were working through the music.
Another great example: