Coke Drops Campaign Sites in Favour of Social Media
Coca-Cola and Unilever are shifting their digital focus away from traditional campaign sites and towards community platforms, such as Facebook and YouTube, as social media begins to dictate their marketing activity in 2010.
The FMCG giants are moving away from sites created on a campaign-by-campaign basis in favour of investment in existing communities. While both companies will continue to create campaign sites for certain brands in the immediate future, they have said the long-term future lies with social media on platforms populated by their target consumers.
Coca-Cola will position its official Facebook and YouTube pages as the lead online channels for upcoming international activity for its Coke Zero and Fanta brands, new media age understands.
Prinz Pinakatt, the Coca-Cola Company’s interactive marketing manager for Europe, said, “In some cases some of our campaigns won’t need a coke.com-hosted site. In most cases these will still exist as it’s the most obvious destination for a consumer, but it might only be a page linking to YouTube encouraging people to join the community there.
“We would like to place our activities and brands where people are, rather than dragging them to our platform,” Pinakatt added.
Posted via web from Ryan Moede
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