Social media has changed the game when it comes to marketing and brand development. It’s no longer what you say, but how you say it. Little wonder that the world’s most iconic brand is taking the lead in engaging its consumers through content.
Coca-Cola’s mission for 2012 is “Content 2020,” the brainchild of Coca-Cola’s Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence, who recently explained to a panel that “All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity.”
Content 2020 is a new strategic direction for Coca-Cola with a focus on content excellence and hope that it will help the brand become a more significant part of people’s lives. Its first project will begin as part of the brand’s London 2012 Olympic sponsorship.
To learn more about Content 2020, watch these videos created for the internal Coca-Cola marketing team in order to lay out the strategic vision. Joe Pulizzi of Content Marketing Institute says every marketing professional — brand or client side — should watch these videos, below.
January 12, 2012