Coca Cola alongside Unilever will be taking their digital eye from traditional campaign sites which have hosted past campaigns aimed at bringing people to the dedicated page to raise awareness for their current promotions.
Instead they will be switching their attention to social media platforms which host a large number of their community, bringing the campaigns straight to their target market, without trying to drag people over to their campaign pages. The aim is to engage existing community’s right on their digital doorstep, providing content to share and interact with.
Coca Cola are planning on positioning it’s Facebook and Youtube platforms as the leading channels for it’s impending international activity involving Coca Cola Zero and Fanta brands according to New Media Age.
Europe’s interactive marketing manager at Coca-Cola commented saying: “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,”
This kind of activity may pave the way for other large multinationals use of campaign pages – it’s pretty clear that the integration of campaign pages straight into social media platforms takes the content straight to the people who care about it the most.
What do you think? Would you rather large brands such as Coca-Cola bring their promotions to you via social media, or do you prefer to seek out such activity yourself, when you want it? Is this the future for brands engaging their consumers?
