Written by: Vickie Sullivan | April 11, 2024
Stand Out in the Sea of Content: Learn from Coca-Cola’s Real Magic
Buyers are overwhelmed by the amount of content businesses create. They can’t watch and read it all, so the pieces they do consume stand out for some reason. Perhaps it was the visuals, the title, or how they received it. Are you doing all you can to ensure your content stands out?
For inspiration, check out an innovative marketing campaign Coca-Cola ran last year. For this campaign, the company “doubled down” on its AI-powered marketing efforts with a contest titled “Create Real Magic.” Artists from around the world were asked to submit their original creations for a chance to be featured on Coke’s billboards in Times Square and London’s Piccadilly Circus. The goal was to boost engagement with artists and position “the brand as one that has its finger on the pulse of culture and the latest technological trends.”
The article also points out that “Coke’s new AI-powered marketing effort is the latest iteration of its ongoing ‘Real Magic‘ messaging framework, which launched in late 2021.”
2 Tactics from Coke’s Content Marketing Campaign That You Can Use
Coke’s user-generated content strategy uses two powerful tactics that thought leaders can apply, too.
• Continual messaging. In a world where ad projects come and go, Coke’s ‘Real Magic’ messaging framework has been around for three years. Using a familiar message framework for different outreach efforts is a great way to keep your messaging consistent. Ask yourself: What can be my message theme for 2024?
• Education as an incentive. Coke selected 30 artists to attend a three-day workshop last summer at the company’s Atlanta headquarters. Positioning a conference as a prize is an innovative approach to building attendance. This tactic works great for leveraging prominent thought leaders.
Given the never-ending tidal wave of content, it’s time to get creative. Go beyond what you have to say and explore how to engage your community to create content on your platform.
Listen: The B2B Business Case for User-Generated Content
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