Social Media Trip: Coca-Cola's Expedition 206
On November 17, 2009, Advertising Age reported about Coca-Cola’s Expedition 206, the company’s biggest ever push with social media. Three individuals in their twenties will visit 206 countries and territories where Coke, along with a smile, has been part of community long before community moved online. The three will be equipped with whatever gadgets necessary to document for us their “search for happiness.”
The biggest story here will come from inside the Coca-Cola offices. Much will be learned from the collaboration between the communications, public relations and marketing teams; the development and refinement of social media policy as the unknowns become known; and the grip and release of message “control” as community builds and dialog increases. And because it will all play out where we go the most – Facebook, Twitter, Flickr, and more – we’ll all get to watch the brand of all brands “expand the brand.”
