Colalife

I blogged about Coke’s dip in the social media water a while back. However this iniitiative has come from outside the company.

This is a brilliant idea. Tip of the cap to Dave for the spot. A submission for google’s 10tothe100 project

Seriously, how GOOD is the internet?!!! Check out how this video even came about in Simon’s blog here

“Global Head of Stakeholder relations Coca Cola” Salvatore Gabola, we salute you for attempting to open up your organisation.

You can view the details of Simon’s call with Coke here on his personal blog which is fascinating in itself as it details the unfolding story of his campaign- excellent content in itself, even more so there is now serious traction behind it!

What’s also interesting is that if Coke are in a little bit of a pickle if they choose not to pursue Simon’s idea unless they are completely transparent (and justified- the debate of course will then be played out for the world to find online) with how and why Simon’s idea can not be progressed…. so they better have a pretty robust argument in place if the idea is unworkable.

Next challenge according to Simon- an international NGO to engage… check out the Radio4 iPM interview here and a video interview here. 

Spread the word about this fantastic initiative which adds further fuel to the fire that if a brand wants to resonate online (or, in my opinion, offline too), they increasingly need to be operating pretty authentically whilst doing nice things- this is a fantastic opportunity for Coke and it’s brand; a creative idea just tapping them on their shoulder and asking them to pick it.

It’s fascinating to see how digital is just completely tearing up the silos of CSR, advertising and PR whilst peeling back the brand into something which now needs to stand for something and has a point of view on the world. It’s amazing, and somewhat ironic, how the ‘virtual’ world, so long poked fun out for being intangible, flaky and just, well, not real, is turning brands into something which can’t be ‘virtual’ anymore- they need to be saying ‘real’ things for people to believe in them.

Audiences are increasingly believing in a brand through it’s actions, not necessarily through it’s ad spots.

Surely this is good for everyone?