Magazine article ADWEEK

Waving the User-Gen Flag: Coca-Cola This Week Takes Aim at Millennials with Its Largest Ever World Cup Campaign

Magazine article ADWEEK

Waving the User-Gen Flag: Coca-Cola This Week Takes Aim at Millennials with Its Largest Ever World Cup Campaign

Article excerpt

Long considered a staple in building consumer trust, social and mobile user-generated campaigns are now putting creative twists on offline marketing tactics that seek to win over fickle millennials.

One such marketer taking the user-generated experience to new levels is Coca-Cola, which this week will unveil its largest World Cup digital activation with a 3,015-square-meter nylon flag comprised of 219,000 photos collected via Facebook, Twitter and Instagram from 207 countries. The flag of a soccer ball is recreated from Brazilian street artist Speto's painting and will be on display at the soda giant's hospitality venues after the opening game. Post tournament, a link to a microsite showcasing the "Happiness Flag," as it's known, will be emailed to each participant as a digital memento.

Despite the big digital push, the campaign actually centers on a tangible product. "The physical flag represents a moment in history that would be very hard to capture digitally," explained Neil Bedwell, global digital director, Coca-Cola.

MillerCoors' Miller Lite, Jewish dating site JDate and Home Shopping Network are also among a growing list of marketers employing user-generated content to create offline initiatives.

Last week, HSN ran a campaign for Pet Appreciation Week asking Facebook users to upload pictures of their pets, and television hosts plugged the promotion during morning shows. To kick these programs up a notch in order to get the attention of millennials, the company's next step will be to layer user-generated content over video product reviews. …

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