Tag Archives: storytelling

Liquid Content

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!

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Filed under Imagination captivation, Sense of community

Contagious Ideas

The first TED conference was rolled out in 1984 in Monterey CA. Since then it has grown in size, exclusivity and, thanks to YouTube, gone viral with over 500 million virtual lectures viewed online in recent years.

OneĀ  TED speaker in 2009, Seth Godin, spoke about what makes an idea go viral and become a movement. Apologies to Seth for my shorthand…you need:

  • A charismatic thought leader
  • With powerful new ideas
  • Passionately communicated through storytelling
  • To a willing audience, knit together by common beliefs, a sense of tribal identity and an impulse to spread the word

Sounds a lot like what makes for viral content in general. Several agency networks have picked up on this. McCann uses the tagline “Truth Well Told”. Publicis has elevated these concepts in their worldwide credo – Contagious Ideas That Change The Conversation.

Moral of the story – powerful new ideas about your product/service that are communicated with honesty and passion can activate the tribe and change the conversation.

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Filed under Search for leaders, Sense of community, Sense of identity