Promoted Tweets, Open Happiness and the World Cup: Coca-Cola's social media strategy
Geoffrey Precourt, Warc
Not even a major marketer such as the 124-year-old Coca Cola Co. fully understands the impact of social media on marketing. “We don’t have it all figured out,” Michael Donnelly, group director/worldwide interactive marketing, told a morning audience at the Association of National Advertisers’ (ANA) first Digital and Social Media Conference. “We’ve learned some things that are different and unique working on this marketplace - some good and some bad.”
Some of the “good” involves an “Open Happiness” overall marketing effort that has had a...