What else than the Coca-Cola Company? The king of marketing

Coca-Cola is a brand recognized by 94 percent of the world’s population (Coca-Cola, 2016). The first marketing efforts were implemented in year 1887, with coupons promoting free samples followed up with newspaper advertising. Today, the brand identifies as fun with high consumer engagement (Coca-Cola, 2016). In the mid-2002 with the rise of Web 2.0, the marketing challenges of digitalization came to shift the power of marketers to the power of consumers (Hennig-Thurau, et al., 2013).

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How Does the Coca-Cola Company Use Storytelling in its Content Marketing Strategy to Emotionally Connect with its Users? Part 1

This citation by the content marketing expert Joe Pulizzi already claims the basic meaning and the overall purpose of this blog post: To show that storytelling in one’s content marketing strategy is key to establish an emotional relationship with one’s users in today’s world (Pulizzi, 2012; Singh and Sonnenburg, 2012).

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Transmedia Storytelling - How to keep media multitasking audiences happy. Part 2

What is transmedia storytelling? How can marketers use it to capture the attention of media multitaskers? How did Coca Cola implement this strategy into their “Happiness Factory” campaign? 

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Transmedia Storytelling - How to keep media multitasking audiences happy. Part 1

 What is transmedia storytelling? How can marketers use it to capture the attention of media multitaskers? How did Coca Cola implement this strategy into their “Happiness Factory” campaign? 

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