Coke Using Tumblr To Engage Teens

  • January 13, 2012

Coca-Cola has created a Tumblr account, Happiness Is, to engage with teens. 

The idea came about after Coke noticed that teens use Tumblr largely to share happy, positive messages -- making it an ideal match for Coke's happiness-driven brand messaging, reports ClickZ.

Coke will share "positive, fun" original content and re-blogged content through Tumblr, including branded materials, pop culture news and UGC.

Coke worked with digital agency 360i on the strategy, content and design, and the agency is also overseeing page management.

A second Tumblr account, named after Coca-Cola founder Doc Pemberton, is also in the works. 

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