Unfortunately the total length of the video is 18 minutes and there are plenty of other things you could be doing with that time so I wouldn't blame you if you got completely bored and left half way through. However I'm not going to lay into the content of the video because hey, they're Coca Cola, they know what they're doing. There's only one part that I have a problem with, that being the words "Dynamic Storytelling."
Dynamic storytelling is all about you, the general public, answering back. It is the opposite of a one way narrative you might see in more conventional advertising like TV or print where the brand just talks at you. 'Here is our product,' they would say. 'It does these things and you should buy it.' With dynamic storytelling the message is more along the lines of, 'Here is our product. What do you think about it? We'd really like you to tell us and then ask your friends too.' This is all lovely as an idea. Of course brands want their customers to talk to them, of course they want you to be involved in the selling of their stuff. It makes their job a lot easier if half of the work is being done by other people.
But the reality of it is a lot different. Unless you're really quite clever your attempts at dynamic storytelling can come across as being a bit patronising or samey. For example on a Friday thousands of brands will post a Facebook update asking what your plans for the weekend are. On a Monday those same brands will ask what you got up over the last two days. It's predictable and dull and does not incite engagement. That's really the aim of being dynamic; getting people engaged. Coca Cola want this to be the way they do all their marketing by 2020 and it's the way a lot of other people are going too, it has to be if they're going to make social media work for them. But in order for it to be successful they're all going to have to up their game beyond the levels they're currently at.
This is the latest Coca Cola Facebook update:
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| 'Like' if this Coke is made for sharing. |