Commentary
Not one video size for Coke
- by Wayne Friedman , Staff Writer, January 19, 2011
"We don't have one approach for video," she says, then showed off a number of Coke bottles and cans. Now Coke uses a array of video platforms/formats -- video syndication, product placement, user-generated videos, and live streaming.
"We know the consumption of online video is moving at a rapid rate," she says. "It's not about selling a product; it's selling an experience."
Loos then went on to show out its very popular YouTube viral video -- The Coca-Cola Happiness Machine - where people can be seen getting free Cokes, pizza, and other food, all through a vending machine.
Wayne Friedman is West Coast Editor of MediaPost. You can reach Wayne at wayne@mediapost.com.
Love the diversity Peggy shows, with a separate video for the different Coke brands, but all wrapped around The Coca-Cola Happiness Machine.
Time for her to leverage that Machine to power up all her brands, and videos, to cater to the new standards for mobile social: to cater to the user's active lifestyle, limited attention span, demand for privacy, and desire to control the experience.
The new normal for mobile social in 2011 will be the re-emergence of mobile messaging, this time with rich content. Coca-Cola should engage targeted audiences with customized messaging delivered directly to their mobile phones, with follow-ups in group and 1:1 chats.
No check-ins, no triple click-throughs, no distractions.
Only with new mobile marketing engines like Social Messaging(TM). Only from PoKos!