After Microsoft has found their Window 7 Promoters and Standard Chartered Bank has got their Social Media Whizkid, Coca-Cola has also found their Ambassadors via their Expedition 206 campaign.
(Team of winners: MIX, Tony, Kelly and Antonio. Src. from Mashable)
Voted by the worldwide people, the winners just need to visit 206 markets, of Coca-cola, and use whatever social media they can think of, use, or leverage, via blogs, videos, even facebook or twitter news feed, and to tell the world about their 1-year-long trip.
It’s always a good sign to see how large company testing the temperature of the “large lake of social media”, and it’s even an excitement to see big brand finally “dive into it” - simply to explore the boundary of social media, fearlessly.
Any Big Brands should flag a “GO” for this kind of “BIG”, at least at this moment of social media, i believe.
Yeah, but why?
- We’ve yet-to-know where the regional boundary is
Remember “the Best Job in the World”? Without the limitation on whom can apply, the campaign has ran successfully with billions of media buzz generated, worldwide. It’s true the the internet has the capacity for the entire world, yet you may not know where does your so-called “target audience” exist. Even more importantly, in social media is NOT just about “targets”, but also the influencer and the influencers’ network - Yes, we’re talking about the degree of reachness. While localized news may worth for close-relationships, worldwide campaign is what a Big Brand needs as it already has the entire world as a “local area”.
- We’ve yet-to-know when it tips
Jason, a well-known man who sells his chest… hm, “seek for daily t-shirt sponsorship” is another good example. At the very beginning, his iwearyourshirt campaign can hardly provide him the money for the living (one buck a day, even it climbs up another one buck daily), yet with his perseverance, his hard-work on blogging and videoing turns him into one of the hottest topics in the social media community. Not only he engages, but he also engages continuously with passion and effort. While his campaign is still on-going, he has already gained the frame that necessary for his 2010 70% filled (279 out of 365 days as for this entry). So, my dearest reader, please bare in mind, consistent engagement DOES worth for your investment.
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We’ve yet-to-know what is the social media A-list
PR.s or marketers have lists of A-lists of channels or influencers for them to do the buzzing, yet due to tradition (maybe, i’m not marketer anyway), for most of them, their A-lists are simply focusing how many impression their channel can generate (and in fact, some PR/marketers like Brian Solis does have a more inspiring point-of-view for their A-lists in this new century). However, quantity (that’s the impressions) doesn’t necessarily imply the quality of it. Even more, there exists no absolute answer to which channel is the best one for buzzing for your business, unless, you’ve tried on it. Hence try Big, and find out your A-list as soon as you can.
A So-called Conclusion
Question: So, what do we have to do if we are the Big Brand?
Answer: Hire a small team of energetic young adult from worldwide, ask them to blog and video casually for your brand on whatever social media channels, which even you’ve just heard the name, for hundreds of days - And yes, simply speaking, be a copycat to Coca-Cola campaign. ;)
You’re already Big, and you do also have the resource to go Big, so why don’t you have the guts for this tiny little step? =)
Dickson W.
