Coke Zero Finds Social Success
Despite evolving strategies and performance standards, brands are no doubt experiencing social media success. Late last year, Coca-Cola tapped Mediatronica, a social media technology and services company, and syndication technology provider Conduit, for a broadly distributed "Zero" promotion.
According to new data released by the soft-drink maker, Coca-Cola Zero branded content was distributed to 1 million users within 24 hours of the campaign's launch.
Within 10 days, the campaign had reached 8 million people in over 30 countries and generated nearly 1 million minutes of total viewing/engagement time, according to Mediatronica.
Of all the social media tools affecting media and campaign strategies, apps potentially have the greatest impact, according to Mediatronica founder Eli Chapman.
"The ability to connect with and communicate with millions of users via browser apps is a game changer," said Chapman.
Encouraged by the success of the Coca-Cola Zero campaign, Mediatronica and Conduit plan to work together on future, unspecified projects.
The next stage of the Mediatronica-Conduit partnership includes brand campaigns that will attempt to leverage Facebook-connected branded content and applications, geotargeted and demographic-targeted branded applications.
San Mateo-based Conduit helps publishers to syndicate their content and applications directly to a user's browser.
Last March, for example, Travelocity tapped the company to offer travelers a browser-based "community toolbar" through which they could access free add-on services, including driving directions, language translations, currency conversion, flight status and travel support.
Worldwide, other brands in Conduit's network include Fox News, Lufthansa, Major League Baseball, Greenpeace, TechCrunch and Softonic.
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Social media is an evolving, heady space and kudos to Coke and partners for trying something new. Looking at these numbers, they clearly have been able to DISTRIBUTE content but I question the *social media success* given the net ENGAGEMENT was 12 seconds per user and there are no metrics beyond viewing time. Anyone at Mediatronic want to expand on the details?