Posted in kids, marketing, online advertising, online community, tween

Coke making a teen cell phone social network

Reuters is reporting that Coca-Cola is creating a mobile social network for teenagers. Similar to MySpace or Facebook, the new network will “lure more youngsters to its sodas and flavored drinks,” but will only be available on cellphones.

Coca-Cola plans to launch the site in the U.S. on June 22. It’s already available in China, and the company “is eyeing other markets,” according to the article.

They’re also planning to use the site to push their Sprite brand with free music and video clips. To do this, consumers will have to key in pin numbers that they find underneath the bottle caps.

The company is hoping that these kinds of offers will push music fans to overcome their aversion to using social networking sites on small cellphone screens. There was no mention of the other kind of aversion: the one that causes people to avoid blatant advertising.

Mobile Media News

I love the implicit “Burn!” at the end of this news blurb.

Is interesting to see though.  I am watching with much interest as to the affect that Viacom’s move into the virtual world space is affecting general customer uptake of the medium.  A big player like Coke MAY have an impact on the cell phone social networking medium.  I do think that the majority of the general public do need a large brand to come into the space in order for them to check it out. 

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I am a data & results driven Digital Media Influencer with over 15 years of experience in engagement, family marketing, scaling infrastructure and audience culture across a product’s lifetime from pre-launch to millions of users. Strategic Vision & Business Development: • Articulated corporate integrated digital marketing strategies for 10 children’s entertainment properties across multiple digital channels • Authored a comprehensive business plan for scalable online community infrastructure for internal and external partners and successfully participated in a thorough VC due diligence process • Increased sales revenue by 20% while managing 6 million dollars of annual revenue in existing business services. Production & Project Management: • Developed multiple 2D & 3D multi-player virtual worlds, online games & apps based on repurposed/original assets • Produced 12 animated 2-minute shorts for broadcast on television & developed animation production department workflows • Launched multiple major website redesigns to include more fan interaction • Led workflow & process optimization teams to improve operational effectiveness/productivity. Audience Engagement & Research: • Developed domestic and international audience research programs both on & offline for both parent and children audiences • Grew multiple audiences from pre-launch to tens of millions by using organic, as well as established marketing tactics. Team Management & Relationship Building: • Designed team management & organizational structures for multiple Web Content and Web Marketing departments including international remote teams of staff in North & South America, Europe and Asia. • Managed teams in multiple disciplines, including customer service, social media engagement, production, moderation, marketing, design, tech and content development. • Extensive client, vendor and partner management experience in television, licensing, digital, e-commerce & customer service industries

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