October 26, 2006Coke strikes back |
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I love this response from Coke the Diet-Coke Mentos meme which raises a few interesting talking points:
1) A late response is better than no response at all
2) Large corporations absolutely can "fight back" (and I say this completely light-heartedly) and join the conversation...as long as they talk with (as opposed to at or down to) the comunity
Not sure how the challenge will work out, but moreover it makes for great storytelling and humanizes the brand in new and bold ways.
PS An anal reminder that The Coca-Cola Company is a client (of which I am very proud)
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Comments
Sorry, this seems more like another attempt by Coke at monetizing the conversation, not joining it.
Posted by: Mack Collier
Mack,
Very interesting notion - "monetizing the conversation" - let me stew on this. Worth a build for sure...
I think they are trying to join it by the challenge which you have to click through to see, but I don't think this part is nearly as interesting (or effective) as the "monetizing" part.
Posted by: jJ
Hi Joe,
are you sure it's really a response by Coke? On their original site (http://www.eepybird.com/exp214.html) it says:
"Thanks to The Coca-Cola Company and Mentos for helping make this video possible. Be sure to visit Coke.com to find out about our Poetry in Motion video challenge!"
But the rest of the site doesn't seem to be Coke related at all.
Or have they been hired by Coke and it just isn't that obvious...so it fooled me, at least?
Posted by: Roland
