Coca-Cola is a brand recognized by 94 percent of the world’s population (Coca-Cola, 2016). The first marketing efforts were implemented in year 1887, with coupons promoting free samples followed up with newspaper advertising. Today, the brand identifies as fun with high consumer engagement (Coca-Cola, 2016). In the mid-2002 with the rise of Web 2.0, the marketing challenges of digitalization came to shift the power of marketers to the power of consumers (Hennig-Thurau, et al., 2013).
Read moreThe Coca-Cola Company: Analyzing its Content 2020 Strategy Part II
In order to answer the in part one raised question, namely “How Does Coca-Cola Use Storytelling in its Content Marketing Strategy to Emotionally Connect with its Users?”, this second part will analyze the company’s strategy based on the revealed theoretical background in part one.
Read moreHow Does the Coca-Cola Company Use Storytelling in its Content Marketing Strategy to Emotionally Connect with its Users? Part 1
This citation by the content marketing expert Joe Pulizzi already claims the basic meaning and the overall purpose of this blog post: To show that storytelling in one’s content marketing strategy is key to establish an emotional relationship with one’s users in today’s world (Pulizzi, 2012; Singh and Sonnenburg, 2012).
Read moreTransmedia Storytelling - How to keep media multitasking audiences happy. Part 2
What is transmedia storytelling? How can marketers use it to capture the attention of media multitaskers? How did Coca Cola implement this strategy into their “Happiness Factory” campaign?
Read moreTransmedia Storytelling - How to keep media multitasking audiences happy. Part 1
What is transmedia storytelling? How can marketers use it to capture the attention of media multitaskers? How did Coca Cola implement this strategy into their “Happiness Factory” campaign?
Read more