I have been a fan of the Coca Cola Facebook page for some time now, and part of the reason for this is I am doing continuous, extensive research on the major brands on Facebook. Particularly, what it is about them, their core, their essence, their personality, that make them such super giants in the Facebook world; well apart from the obvious of being super giants on and off Facebook, established for a long time and having a huge customer-base.
One thing I’ve always admired about Coca Cola over the years is their creativity and ability to come up with really great Ads and marketing campaigns that truly reinforce what it is their brand stands for. My favourite were actually the polar bears. However, since being a fan of their Facebook page I’m beginning to wonder if they have lost that fizz that they are unquestionably able to create.
It seems Coke’s new mantra and brand message is all about happiness; spreading it, sharing it, enjoying it. A simple concept but it works. My problem isn’t with the message, but with the way the message is being communicated online, specifically Facebook. A status update with the word ‘Happiness’ in it is great, but after awhile you kinda waiting to see something else just as spectacular happen, only to be disappointed. It’s like watching the sun rise for the first time, it’s pretty awesome, but the more you watch it the more you start realizing that the awesomeness of it doesn’t really compare to the burning heat you begin to notice after awhile. Then you get bored and move on to the next awesome thing. That’s how I’m beginning to feel, a bit bored with the daily routine status updates with a simple ‘Happiness’ in each one. So much so I went a bit further to ‘Unlike’ the page just to see if there was something I was missing…Nope!
However, there is the ‘Happiness’ truck, I really great idea, and as a great Guerrilla Marketing tactic I can see how it can work on many levels. Not only reinforcing the brand message of Happiness but also building new brand loyalists and reminding the old ones why they love Coke in the first place. Still, that’s only if I come to the page for the first time. Your video of Happiness has captivated me, and even gotten me to “Like” your page…then what? What is there to keep me coming back every day other than ‘Happiness’ in the status update? Which by the way I don’t have to be on the page to see as it shows in my news feed.
Here’s my suggestion, how about putting just as much effort online as you do offline. If you can extend half of that effort online I am positive that your ‘fan-base’ can increase drastically, and not only that but keep fans interested with a desire to come back. A great idea is since there is a button on the physical truck that can be pushed and a coke and other fun prizes come out, how about having said truck in a virtual form where a button is pushed and fans can get redeemable prizes and incentives. That way you give your fans a reason to come back to the page each day.
Hey it’s just a thought, don’t take it the wrong way, it’s only constructive criticism…open some Happiness 🙂
P.S. It wouldn’t be a bad idea to delete some of those tabs that aren’t really in use anymore…just saying.
What are your thoughts on the video?