SEC Network Lands Carriage Deal With Verizon FiOS Leiweke Plans To Leave MLSE In June '15 NASCAR Assigns Phelps, O'Donnell To Top Posts In N.C. Cavs, Indians Get Public Funds Approved Longtime NFL Ref Avoided Redskins Games Classified Advertisements Manfred Talks Pace Of Play, Other Plans In Q&A Davis Gives ESPN Its Best LLWS Overnight Ever Under Armour Makes Big Offer To Durant Jamie Davis Resigns As Fanatics President
Upcoming Conferences and Events
Coca-Cola's Clark Shares "Five Learnings" At Marketing Symposium
Published October 2, 2013
The first point: #AuthenticityRules, which Clark related to the creation of Coke's “The World’s Cup” campaign. The next two lessons were #BeShareworthy and Embrace Your #NewSalesForce. Clark said it is not about the initial audience you reach, but about giving that initial audience “the currency of the conversation to share and pass along.” Clark then played Coca-Cola's anthem for the World Cup, featuring Brazilian singer David Correy and titled “The World Is Ours,” which she said racked up half a million views on YouTube in a matter of days.
Given how quickly information is shared today, Clark said that #SpeedTrumpsPerfection, but added, “You have to be contextually relevant. It doesn’t matter how good your content is if it misses the context.” She cited the company’s “Trophy Tour,” which is using a Twitter handle to share experiences from the Cup’s trek across 89 countries. The last of the “Five Learnings” was #BeAmbitious.
For more from the event, see our On The Ground blog.