If you are interested in how big name brands can embrace (or are embracing) the new technologies and capitalise on social interaction then these videos are definitely worth watching. Coca Cola are on a compelling journey of story telling to promote their liquid brand. Their mission statement is rather interesting but what do you think?

“We need to produce liquid ideas that earn a disproportionate share of popular culture”

I noticed many superb elements that I think are very cleverly portrayed. It is speaking to an educated audience – they are not dumbing down what they are saying offering transparency in their strategy. It is a clever move to speak to the early adopters who get the power of consumer collaboration. They appear to know that they need to communicate with the “data whisperers who are the new messiahs” if they hope to implement the changes, move with the times and make an impact.

I love the way that they are working on the evolution of story-telling engaging the consumers in a collaborative journey of creation and innovation. They are promoting bigger, braver thinking and are actively seeking ‘provocations that lead to transformational actions’.

Cultivating a culture of creative content that is collaborative, adaptive and continuous – is spot on in my view especially as they are looking to work with compelling ideas that develop a life force of their own. They acknowledge that the number of ideas generated by the consumer far exceeds the number birthed by the creative teams working for the company.

Five principles of co-creation ..

1. Inspire participation with the very best
2. Connect creative minds
3. Share results of their efforts
4. Continue development
5. Measure success

They want to encourage and embrace brave thinking knowing that they are likely to fail. They intend to celebrate the failures as well as the successes. Genuine consumer collaboration is exciting – do we believe them? Those who are anti the fact that Coca Cola is not the healthiest option in the world is already creating a reaction. As they are looking to use conflict constructively, I am curious as to how they address that.

I would love to know what you think and whether in fact they have got it right yet. What did you notice in the videos? What stood out for you?

Pin It on Pinterest

Share This