Why you're not really buying a Coke

In January I gave up soda and last month I cut out caffiene. It was a self imposed intervention from my addiction to vanilla Coke Zeros from Sonic and large unsweet teas from Chick-Fil-A. And dammit, I am sticking to it.

So why can't I keep from handing over my dollar bills to the Coca Cola Company - scratch that - specifically the COKE brand after I have sworn off that alluring chemical sweetness?

Here is why. . . 'Stephanie Friends Hannah'

Did Coke know what  I had top of mind this morning?  That I had just hung up the phone with my good friend Hannah who was offering support during a stressful morning and that we were headed to the beach for a long weekend of friend bonding later that day?  . . . Maybe? But probably not.

What Coke PROBABLY knows is that we all crave connectedness. Me, you, everyone.  Whether that connection is with each a fellow human, a "thing", animals, or places. And hellooooooo let's not forget our obsession connecting via Facebook and social media; we don't love to be alone in this world. And if we are alone, well, then we just connect to others with our #selfies.

So what have those sneaky marketing executives at Coke done now? They've slapped our dang names on a bottle of Coke! The 'Share a Coke' campaign that was tested in Austraila in 2011, launched in the US this Summer and is in your face at every retailer, and Coke point of sale near you. Using a database of popular names and phrases, like 'gamer', 'friends', 'family', Coke has printed connective words on its bottles to lure you in. And it is so so so smart.

Oh...is that Coke is mine? It belongs with me! It has my name on it! And it seems it isn't so easy to find. I MUST have it. I must instagram it, tweet it, Facebook it and tag it. I must buy it for my friend!

I. Am. Guilty.

Coke is no longer just Coke this summer. With the iconic logo replaced with a name of you or someone you know, Coke is now ME and it's my friend. It is giving me a reason to connect....with friends, with Hannah, and with the brand itself. And if that wasn't enough, by creating your own content with these branded bottles (a picture, a post, a text) you are sharing and connecting yourself AND this brand to the world around you. Coke gets the award for thinking smarter not harder.

Genius.

You're welcome for that $3.20 I just spent.

shareacoke.com

Comic Con 2013

It's madness but I couldn't stay away. The usually laid back town of San Diego was over run by geeks and the biggest entertainment and marketing enthusiasts for 5 days in mid-July.
As A: a marketer and B: an entertainment LOVER, I had to keep my face in the game by checking out how our favorite TV and movie brands chose to stand out.

Here are the top 5 experiences (big and small) that I saw at San Diego Comic Con 2013:

1. A tweet powered vending machine
Ok, so they are my good friends at Cartoon Network, but still...they introduced a new technology to me that I hadn't yet seen activated at an event. Just 'Check-in' at CN's Regular Show experience at the New Children's Museum of San Diego by tweeting a special hashtag. Once it's uploaded, the inter-web magic does its voodoo and viola!!!  Out dispenses a cool Regular Show premium from the vending machine. Weeeeee! I got socks!


2. Stylized Costumes
Costumes are no new idea nor is Tetris, BUT I happened to take a picture of these sassy broads. The stylized costumes were cool. Costumes on fans and on brands are such an integral part of the Comic Con experience, that's all.

3. The History Channel's Viking Experience
While the town is saturated with bus wraps, signage, screenings and street teams, it's nice to see an actual INTERACTIVE experience. And although the movie looks cool, I don't count standing in line to watch 3D movie trailer of Sandra Bullock's new movie inside a mobile bus, "interactive."Thanks 'Gravity.'
History Channel built a giant pool of water, complete with Viking rowboats and a staggered competition to win a REAL Viking shield. Engaging for both the onlookers and participants I felt like this got people excited about this period in history. Well done.

4. The Bates Motel Sign
I had trouble thinking of a # 4. But I wanted to show how an inexpensive idea can still garner exposure. All of my instagram friends had a picture with this damn sign. But why? A&E encouraged folks to upload a pic of themselves with the sign, hashtag away and win a chance for the exclusive party on Saturday night. It got me to ask about the show. So there ya go.




5. Godzilla Encounter
A few years back, I'd sourced a venue called the Unicorn building in San Diego for a Comic Con activation. Weeks later, we realized it was a money pit THUS why I am so fascinated with the activation that finally utilized this space. I also was ultra proud of myself that I sweet talked my way into this 'ticket only' experience. Boom!

Holy Moly, let's start with the fact that this company basically built out a streetscape of Japan, light and sound effects rivaling a Universal Studios Theme Park attraction. THEN after you have a few minutes to explore, an alarm sounds which warns you of an attack on the city. RUN! The actors sweep you into a new area that is built to look like the interior of Godzilla tracking headquarters. They instruct you to push the buttons and call for help. But as Godzilla approaches you are then herded into an elevator complete with flickering lights and shaking motion. And for the grand finale, you jump of the elevator into a Japanese office building. Staring out of the high rise (i.e. a giant video screen) you can see Godzilla approach, pass the building PHEW!!  Until he sneaks back up, eyes first!
The whole thing was pretty amazing. As a gal who had to watch her budget on almost every project I have ever done, I was just fascinated to know how much this dang thing cost. It probably was the most intense experience I have seen so far at a Comic Con. Money CAN buy you the wow factor. Because Wow!

Project 33

Stay tuned... follow me on my travels for work and fun.