Coca-Cola: Mini Movie Studio?
Advertisers are increasingly supporting the production of long form, episodic, social content that's easily shareable. The more inventive the content, the more likely it is to get the kind of reach an advertiser would want from an ad you might run on a niche cable channel. At this scale, the numbers start to become material for advertisers to consider transforming into mini film studios, commissioning hot directors or actors to appear in long form brand trailers.
But the question is, what should the measure of success be for spending money on making viral videos? Does making a feel-good brand movie that shows people getting free goods like flowers or pizza drive any measurable value for your company or customers, including revenue? "We were looking for a creative way to connect with teens outside of the typical TV commercial or online game," said A.J. Brustein, Global Senior Brand Manager, Coca-Cola.
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