The folks at Coca Cola have been busy reinventing their model for brand communications.
If you watched Superbowl XLVI you probably saw the newest round of Polar Bear ads. What you may not have seen was the live-streamed “Polar Bowl” which viewers could visit during the game on their “second screen” (read iPad). The response was stunning – 9 million people tuned into this parallel, virtual world to watch animated polar bears reacting real-time to the game.
This is not a one-off deal. Coca Cola actually has a master plan to create a new model for brand building. It is grounded in the concept of “liquid content” – ideas that are so captivating, so provocative, so contagious they cannot be controlled. Ultimately, Coke aims to evolve their approach from “one-way storytelling” to a “dynamic storytelling model” where the brand narrative is so compelling, it flows into the popular narrative and earns cultural capital.
Moral of the story – harness the power of liquid content for your brand!