Coca-Cola understands: viral marketing is about people, not products
Coca-Cola’s new “Happiness Machine” video is viral genius, plain and simple. Released earlier this month, it topped one million YouTube views this week, and was almost entirely shared through social networks like Twitter, Facebook and blogs.
Social media and viral marketing is about people, not products. Coca-Cola gets that, and successfully produced a compelling, entertaining and human campaign that connects with the consumer in a deeper, more memorable way than a traditional advertisement might. Ravi Sawhney said it perfectly in his Fast Company blog post yesterday:
“How can designers create these special moments–this magic? And not just ‘viral video’ magic, but that everyday life magic of the emotional connection that bonds people with your brand. Can we conceive of the complete story and lead people down a path of creating smiles?”
If your social media campaigns aren’t cultivating inspiration, motivation and smiles, you’re probably doing something wrong.
Tags: campaign, coca-cola, marketing, Social Media, viral, YouTube
This entry was posted on Tuesday, January 26th, 2010 at 10:26 am and is filed under Branding, Current Events, Social Networks. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
January 26th, 2010 at 4:23 pm
PuppyT says:>: ( Now I want a Coke
January 27th, 2010 at 9:08 pm
uberVU - social comments says:Social comments and analytics for this post…
This post was mentioned on Twitter by bluehelm: Coca-Cola nails successful viral marketing with new online video of Happiness Machine: http://bit.ly/bYShZx #sm…
February 22nd, 2010 at 2:19 pm
Michael Hanks says:“Can we conceive of the complete story and lead people down a path of creating smiles?” This is a great quote!