The media landscape is a very different beast today than it was even 5 years ago. Then agency-led television commercials dominated how we channel our marketing. The very fact you are reading this here proves that things have changed. With splashes of Henry Jenkins’ spreadable media concept, experiential marketing, Sir Ken Robinson’s whiteboard execution and Coke’s sophisticated marketing aplomb, the videos take us on a discovery that is as startling as it is revelatory.
Coca Cola have always been at the forefront of innovation. In this video Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence at The Coca-Cola Company is the person responsible for leading global creative vision and strategy for the Company's portfolio of global brands. He explains how Coke will leverage the opportunities in the Post Digital landscape and transform one-way storytelling into dynamic storytelling hoping to add value and significance to peoples lives.
The challenge of content creation in an enlightening way, reminds us that every contact point with a customernis a point of judgement that should tell an emotional story. The importance of a content fludity model is also referenced. What is most surprising during the nearly eighteen viewing minutes is how willfully the soft drink marketer peels back the layers of their organization to reveal what’s been working and what hasn’t.
What these videos do is demonstrate is that the world has changed and the largest marketing organization in the world has changed with it. Have you moved from one-way storytelling into dynamic storytelling or from consumer insights to provocations thus potentially adding value and significance to people’s lives. For those of us who have been building liquid and linked content through transmedia storytelling this is simply refreshing. Ahhhhhhhhhhhhhh!
