Brand's global advertising strategy executive discusses five facets of dynamic storytelling.
Coca-Cola will be looking to its fans to be a key part of its marketing strategy.
The beverage brand, building off the popularity of its "Longest Celebration" campaign for the World Cup games in South Africa in 2009, also hopes to score another marketing win with its plans for the London 2012 Summer Olympics.
"We must embrace the creativity of consumers all around the world," said Jonathan Mildenhall, VP, global advertising strategy and content excellence at Coca-Cola, in an interview with ClickZ News. The discussion took place at the Interactive Advertising Bureau's Mixx conference during Advertising Week in New York.
Hear Mildenhall discuss five facets of "dynamic storytelling" that Coca-Cola is embracing as well as the brand's plans for the Summer Olympics in London.
While Mildenhall could not disclose the size of Coca-Cola's digital marketing budget, he said the company emphasizes multi-channel, social marketing approaches. "Most of my production dollars are now planned for having an interactive or shareable potential," he said. For instance, production for out-of-home advertising included video profiles of five athletes, including American hurdler David Oliver. "We're going to use that film content on their social media sites. We're confident we can generate huge conversations
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.