As can be learned from the recent Coca-Cola campaign on Portuguese blogs, Coca Cola’s current marketing strategy is as follows: Manipulate social media to work for you the same way classical media did in the old days. Create your campaign, send it to the media and pay for your advertising.
According to a recent TrendsSpotting research, Brands on UGC websites: The Coca-Cola case study, Coca-Cola, the world’s most successful offline brand has little online power and suffers from low presence on UGC sites.
Trying to work their way up on the social media ladder, Coca Cola cultivates a new breed of bloggers who believe that as long as they “follow” their inner truth – allowing brands to control their content is legit.
Although Coca Cola did succeed in bringing awareness to their new i9 product, the social media game is now much harder to play. Coca Cola cannot manipulate the blogsphere without being criticized and coined a ‘briber’.
Has Coca Cola anticipated that the greater buzz will come not from its new i9 features but from the fact that the company is well compensating bloggers?
Having said that, think it through-doesn’t bad reputation count?