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Project Main Details
Very quick turnaround needed. Cursory read needed today, Sunday the 4th. Final needed Monday morning the 5th. Wav or AIFF needed for final delivery via ftp.
Dec 05, 2005 12:41:56 (GMT -05:00) Eastern Time (US & Canada) Dec 12, 2005 00:00:00 (GMT -05:00) Eastern Time (US & Canada) No (click here to learn more about
Project Parameters
Script Details
Script:
Today, the web is a place where consumers, not programmers, are in control
Self-publishing has formed the landscape of much of what is popular today.
We have a web where there’s more blogs than people to read them.
A place where people create and share with extreme speed across the globe.
So, how do we access these savvy users who move, change and create faster than the advertisers? What’s the next big technology to that will reach this elusive consumer?
We’re not sure it matters.
We say this, because we’ve learned from the successes we’ve earned on the web, around the world (display from recent data list). From gaming with CokePlay in Korea to trend setting with CokeStyle in Japan. We’ve won awards and delivered “firsts” to the market.
We’ve also learned a great deal about how consumers – especially teens – actually use the net. We’ve innovated with cut-through sites like Sprite’s Refreshing Wall and Sprite Remix, and showed them the meaning of ‘cool’ with Nestea Ice; recognizable brands that now have an internet destination as distinct as the products themselves.
The point is: teens retreat to their rooms not to get away, but to enter what MTV calls “connected cocooning”. Within the cocoons sites like myCoke give teens accessible, affordable and easy to use technology putting teens closer to their friends. Closer to their heroes and their passions.
What’s revolutionary about all of this is that our brands are being invited in to the tightly wound teen cocoon. Our messages are being transmitted by teens to other teens, connected and united around the world by their love of our brands. From the real to the virtual to the real again…right to the point of sale.
This is uniquely possible because, perhaps more than any other company in the world,
The Coca-Cola Company possesses one simple advantage: teens around the world already bring our products with them to their cocoons.
This is branding for the “Creation Generation”. Full-circle branding—offline to online to offline again. This is the advantage we have created.
This is iCoke.
Today, the web is a place where consumers, not programmers, are in control
Self-publishing has formed the landscape of much of what is popular today.
We have a web where there’s more blogs than people to read them.
A place where people create and share with extreme speed across the globe.
So, how do we access these savvy users who move, change and create faster than the advertisers? What’s the next big technology to that will reach this elusive consumer?
We’re not sure it matters.
We say this, because we’ve learned from the successes we’ve earned on the web, around the world (display from recent data list). From gaming with CokePlay in Korea to trend setting with CokeStyle in Japan. We’ve won awards and delivered “firsts” to the market.
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