Coke’s Viral Video: How They Got You Gladly to Spread Their Brand
You’ve heard it before… “We only buy from people we know, like, and trust.”
In this video you’ll see how Coke plays by this marketing axiom. When you’re done watching, share your insights by answering these brief critique questions in the comments section below.
Critique Questions to Answer:
- What was Coke’s objective with this promotion?
- How did this video make you feel?
- What have you done / are you doing to get your market to know, like and trust you? – what will you do next?
I think that Coke was trying to present itself as still cool. They are trying to appeal to the younger college crowd by spreading happiness in a seemingly mundane cafeteria. When I think of college students I think of busy, stressed, poor, young, and fun individuals. When you see the first person approach the machine, you can tell that they were thinking of other things, and getting this Coke was not special or important. After the additional Coke’s fall, there is a completely different feeling about this Coke machine.
This video reminded me of many long and hard days of college, where the smallest things could completely turn around my day or week. I believe this video is an example of Coke getting inside the head of their customers. I think that all great marketing does this. Trust from the consumer begins by addressing a want or need. The Coke bottle may not fulfill any particular need, but the “happiness” that was achieved gave a feeling of trust and understanding.
Joanne,
I know the “long and hard days of college” you speak of! This video made me feel understood and good about life as well.
I think restoring a perspective of happiness, fun, and optimism to the to the down trodden (which is all of us at times)is noble. And using your brand as a vehicle of restoring perspective of what matters is a genius brand positioning and awareness move.
I agree, this video connected on an a very emotional level… that made you smile!