reach

Coke’s Formula for Making Vending Machines Fun & Creative

Coke as a brand has been very successful at sharing how its brand is about getting people together and sharing experiences.

For the last 5 years they have performing experimental marketing campaigns, often at the vending machine level, and then sharing those video moments on digital marketing channels to activate their base.  It shows that for many brands, after one has been established, your identity can transcend branding elements / identity, and become more metaphorical about the essence or feel of the product itself.

The most recent campaign requires that two coke consumers have to engage together to open the soda itself. The result of documenting this action creates user generated content, when curated appropriately tells the larger story about coke being used to bring people together for a more full life.

Here is another example they came out with in the last few years that asked users to dance to get a coke.  This had a bit more “viral” because it attracted crowds, thus became a larger spectacle.

Although Coke has a lot of capital for developing campaigns, really any brand can come up with creative ways for users to use their product and tell that story.  Their are always emotional and rational bits of a brands story. It is up to the creative and marketing team to find fresh perspectives to tell a brands story and how to engage their prospects and fans.

Many brands are relying more on earned media to make waves within their community.  The two main reasons for this is because consumers are tired of traditional media, but also creative content is also more sharable, and thus has a wider reach.

Either way, if Coke can put a smile on your face while you are looking at their product, they are one step closer to getting you to remembering their product the next time you are faced with a choice of what beverage to buy.

Using Buffer to Preschedule Tweets

I am staring to use buffer app to preschedule some tweets.  I have sync’d MOZ with buffer so that it will post my tweets at the exact times throughout the day that my followers are most active.  Sounds pretty great, huh?

There are two questions that this leads me to contemplate.

1. How do we trust in machines to perform better then we can?  We are all already part cyborgs (iphones) and comfortable with machines (vending or mHealth ) however, social media seems too intimate to trust to a computer, right?  However, if an app can make my personalized messages resonate to their max, it seems foolish to not utilize technology to assist in my posting.

2. Now we enter the more interesting question of the “tragedy of the commons”.  If everyone uses the buffer app, it stops becoming useful.  This scenario is very unlikely, but if social media becomes networks of bots talking to other bots, doesn’t that defeat the purpose of using it to begin with?  A more realistic scenario would be that after a certain number of followers use buffer and optimize post times, then you will be technically posting at non optimal times due to systematic error.

The solution I settled on was to use buffer to post key pieces of curated and original content at agreed upon peak times ( morning, lunch, getting off work ), and then still actually manning my twitter handle for engaged conversations.  I am not sure how long I will use this app, but I have become to understand and appreciate the added value of using a 3rd party service to help me post my social media updates.  I can focus more on content rather then execution.

14 minutes.

pd