"Happiness Is" page is aimed at teen bloggers.
Coca-Cola has launched a new Tumblr to share happy content with teen bloggers. Digital agency 360i designed the page, Happiness Is, and is handling community management. The effort debuted on December 22.
Lisa Roebuck, senior integrated communications manager for the Coca-Cola Company, says in addition to original Coca-Cola-inspired content like photos, gifs and past ads, Coca-Cola plans to share content via re-blogging, including "positive, fun content" from within the Tumblr community. Images include Coke bottles on a fence in a field and a high-heeled shoe emblazoned with the Coke logo.
"We realize success depends on creating and curating fresh, quality content so we'll be featuring unique posts drawn from a variety of sources – such as branded materials, pop culture news and user-generated content," Roebuck adds.
Throughout 2012, Coca-Cola plans to integrate additional content that will appeal to teens with themes like music, pop culture and sports. For example, as a sponsor of the 2012 Olympic Summer Games, Coca-Cola plans to feature exclusive images and videos surrounding events and athletes, Roebuck says.
Coke's Tumblr says it is "sharing Happiness one post at a time."
Roebuck says this refers to everyday opportunities to recognize life's simple pleasures.
"That's what the Happiness Is blog embodies. It's a place for teens to meet and visit when they want to experience and share something positive," she said. "Simply put, the vision is to provide a daily dose of happiness."
The effort is part of Coke's goal to connect with teens and other Coke fans on new platforms and through more visual experiences.
"We want to encourage, foster and reinforce the positivity that teens provide while delivering short moments of happiness that people can enjoy and share with their friends," Roebuck says.
More than 11 million teen bloggers spend an average of 37 minutes on Tumblr, says Roebuck, adding much of their activity is around happiness and positivity. "Coke can fuel that by adding and sharing happiness that's unique to the brand while remaining appealing to a younger audience," she says.
360i worked with Coca-Cola to develop the overall strategy, voice, content and design. 360i will also lead page management. In addition, 360i works with Coca-Cola in North America to manage communities on Facebook, Twitter and YouTube.
Roebuck says Coca-Cola plans to launch a second Tumblr called Doc Pemberton after the cola's inventor. It "will have its own distinct voice and theme serving as Coca-Cola's quirky inventor's diary as he tours the modern world with his 19th century perspective," she says.
Doc Pemberton is already on Twitter, where he has 62,000 followers.
In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
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