Andy’s Answers: How Coca-Cola is connecting fans all over the world

By Andy Sernovitz on November 17, 2009 | Comments

We’re interviewing a bunch of brilliant word of mouth marketers as previews for the Word of Mouth Supergenius conference in Chicago on Dec. 16.

In this interview, Adam Brown, Coca-Cola Group Director, Digital Communications, shares a few tips based on the case study he’ll be presenting:

Fish where the fish are. Coke is focusing on putting content where the fans are by sharing everything on Twitter, Facebook, Bebo, Orkut, etc.

Learn to sell these big ideas as internal partnerships. Coke’s Expedition 206 is a partnership of marketing and communications. It’s a new concept at Coke, and probably at any company — and one of the biggest challenges of new media is internally determining where to host these activities.

Start using these new tools yourself. Get a feel for them by just trying them out. The vast majority of them are free, and your testing might be where some great new ideas come up.

Related posts:

Tags: Adam Brown, Coca Cola, food and beverage, GasPedal, Word of Mouth
Categories: Andy's Answers, Ideas in Action
Permalink

Katie Ingraham

It was very encouraging to hear Adam speak at the Blog Well Conference in Atlanta- Expedition 206 is going to be a great example of how social media translates across the world. Looking forward to following the journey.

Victoria Hassett

Coca-Cola bring together the platform of social media & continue to highlight Coca-Cola as a multi-cultural brand.
Very compelling! Is W.O.M spreading with Expedition 206 though?
Victoria Hassett, Jom Makan

Douglas Naegele

Personally, I like these Coke campaigns. I'm a huge Coke drinker and I still find myself responding to the ads -- even though I don't need to be sold, I'm in.

Specifically, I like the text-in campaigns where you text in the bottle cap number. It's a good way to kill two minutes while I'm standing in line somewhere. (I'm a text guy, however, so no surprise there).