Coke Zero blog shows almost zero understanding.
Ad Pulp points us to Coca-Cola's misguided effort to join Web 2.0 through its Coke Zero blog-like device. Naturally, the blogosphere — never a group to miss an opportunity for an online buzzkill — has jumped all over them.
What Coca-Cola fails to understand is that a blog is about conversation. They think it's about marketing. Just read the entries — full of Zero lingo created by some copywriter who made a bunch of money in the eighties. Of course, we don't know who is behind the entries — it just comes from the Coke Zero machine.
The bad news is that now Coca-Cola will say that blogs don't work. Wrong. A blog that tries to be a commercial won't work.
Of course, it's probably not just the blog that's the problem. It's always tough to sell a product that nobody really thinks they need.
What Coca-Cola fails to understand is that a blog is about conversation. They think it's about marketing. Just read the entries — full of Zero lingo created by some copywriter who made a bunch of money in the eighties. Of course, we don't know who is behind the entries — it just comes from the Coke Zero machine.
The bad news is that now Coca-Cola will say that blogs don't work. Wrong. A blog that tries to be a commercial won't work.
Of course, it's probably not just the blog that's the problem. It's always tough to sell a product that nobody really thinks they need.
46 Comments:
Great post! You're on the money about commericial 'blogs'. thezeromovement.org uses the hype around coke zero to launch the "zero coke" campaign... The fun continues
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