Tell Us a Story: Coca-Cola’s Content Marketing

‘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 isn’t it also refreshing (pun semi-intended) to see a company explicitly say that they want to change the way people think about them?
.

.
.

Tags: , , ,

Comments are closed.