Archives for posts with tag: coca cola

Companies are proving that Twitter gives their brand a voice that stands out and encourages a dialogue between the companies and the community.  Twitter is a place to be yourself and speak your mind, and successfully branded Twitter pages have done just that.

Consumers are able to have a dialogue with a company through social media, instead of only viewing traditional advertising.  Many companies approach social media differently, and what works for one company, may not work for another.  Some businesses create an individual persona for their social media accounts (like using the voice of the CEO or specific employer), others create a  forum led by customer comments and conversations, but all successful social media campaigns create a unique voice for their brand that serves to enhance and support their overall mission.

  • Starbucks perfectly exemplifies the community-based dialogue that can be accomplished on social media. On Twitter, Starbucks responds to both compliments and complaints, even if it is simply someone tweeting about their morning cup of coffee.  Starbucks has established a brand voice that is engaging by tweeting daily to specific Starbucks customers.
  • Coca-Cola is another dialogue-driven social media campaign.  Most of their tweets are  written to specific Twitter users who have engaged  with the brand.  Like Southwest and Starbucks, Coca-Cola creates a personalized brand by creating conversations with customers.   

Google’s creative new documentary, Project Re:Brief, takes four classic advertisements from Coca-Cola, Volvo, Alka-Seltzer, and Avis and re-imagines their message with the help of digital advertising. The new campaigns creatively combine the classic message of the original ads with today’s demands for interactive marketing.

The main challenge associated with the project was keeping the message the same as the original ads.  The goal was to update the ads to the current market while remaining true to their original intent–to what made the ads iconic.  Unlike one-way print or commercial advertising, digital advertising is meant to engage people–what better way to engage than by adding interactive elements to proven campaigns.  All four digital advertisements focused on creating an interactive and innovative experience, but Avis and Volvo’s ads are worth noting.

The Avis ad featured in the project originally featured their “We try harder” slogan.  The advertisers created an interactive marketing campaign where users’ stories are turned into short animated video clips.  Avis also encourages users to send in negative feedback so that they can improve as a company and live up to their slogan.

Volvo’s new digital ad drew inspiration from the powerful 1962 ad, “Drive it like you hate it”, which cleverly showcased the durability and longevity of Volvo.  Keeping this message in mind, advertisers created a new digital ad campaign in which anyone can track the progress of Irv Gordon, a man who has driven the same Volvo since 1966 as he approaches the 3-million-mile mark with his car.  Users can track his journey on Google Maps and even create their own road-trip adventures.  These campaigns show how digital has truly revolutionized the consumer experience.

Re:Brief communicates the idea that for a campaign to stand out in today’s social media-obsessed atmosphere, it must be engaging, interactive, and above all, have a timeless and relatable message.

This January marks our inaugural year in business, and we just wanted to say “thank you” as we wish you Happy New Year.

We launched our Trufflepig Search division to help client companies find social media and digital communications professionals below the executive level.  And we opened our office in Hong Kong–Trufflepig Search Ltd.– to serve client corporations in Asia.  Our clients include AutoTrader, GE, Gap, Huawei and Coca-Cola/Japan.

As the economy builds momentum in 2012, Trufflepig Search is here to help find your next great social media or digital communications team member in the United States or Asia.

We wish you a new year full of health, enjoyment, productivity and profitability.

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