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Coca-Cola Advises Brands 'Real-Time' Marketing On Social Media To Ride The World Cup Wave

To get the most bang for the buck from a huge event like the World Cup -- and they don't come any bigger that that -- Coca-Cola is advising brands to commit to "real-time" marketing that connects a brand with fans across every screen. Coke's Head of Assets and Experiential, Paul Dwan, predicted at Advertising Week Europe that technology will be the big difference between the 2014 tournament in Rio and the last World Cup. So, pre-planned activity has to give way to real-time, live communications across multiple platforms. Coke, for example, has a partnership with Tumblr which, among other activity, will see it create a mosaic of fans' faces that will be unveiled as a flag during the opening match of the tournament.  Aisling McCarthy, who handles the Adidas account at We Are Social, emphasised that sparking off and tapping into conversations with fans who "second screen" on Twitter. If you understand the behaviour it becomes clearer how to engage with it and raise brand awareness on Twitter and other social media channels.



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