We must remember that storytelling is at the heart of all families, communities and cultures.
Coca-Cola understands that marketing is not a one-way conversation anymore. Customer interaction and crowd-sourced stories are the way to go for the next decade, according to the beverage giant. This video outlines their (social) content marketing strategy for 2020. The low-tech presentation in this video is rather at odds with the complicated and all-emcompassing approach it presents, but there is some interesting stuff in there. Basically, it all revolves around stories: stories told by the brand, by the consumers backed up and enabled by technology, interacting through a myriad of media types. At the hub of all this sits the brand, initiating and steering conversations and creating a truely dynamic marketing experience.
The goal? Through the stories we tell, we will provoke conversations and earn a disproportionate share of popular culture. Manipulative? Maybe. Ambitious? Certainly. But isnt it also refreshing (pun semi-intended) to see a company explicitly say that they want to change the way people think about them? .
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