Sharing Cokes as Advertising

Sharing Coke and user generated ads.

" ... Ogilvy's #shareacoke campaign for Coca-Cola has generated 250,000 tweets and almost 1 billion Twitter impressions, but that buzz may not have much long-term impact on consumers who aren't already Coke drinkers, writes Stephen Carter. "[W]ith younger consumers so fickle, the ability to turn marketing into magic will depend on part on whether the rising generation actually tries the product and likes the taste," he writes ... " 

" ... This is where Coke's challenges arise. Even if fans are tweeting like mad, recent work suggests that user-generated ads have little effect on the preferences of borderline customers, and even arouse their skepticism. True, this effect seems to be lessened when the audience thinks the consumers who created the messages are people much like themselves. But with younger consumers so fickle, the ability to turn marketing into magic will depend on part on whether the rising generation actually tries the product and likes the taste. ... "