CokeTag Application Empowers Anyone to Promote Themselves and Their Interests With a Do-It-Yourself, Portable Application.
June 6, 2008
What is a CokeTag?
- A CokeTag is a personal, customizable widget for individuals, bands, bloggers, artists, and companies to share links to content they want to promote and drive traffic to anywhere on the Web.
- Empowers users to bundle links to on- and off-Facebook content in an attractive convenient package, which is associated with and accessible from their Profile or Fan Pages and shared via Facebook private messages or Wall posts.
- Coca-Cola released CokeTag to provide an engaging and relevant online experience for consumers. The useful application is another way that Coca-Cola is leveraging innovative technology and social media to reach consumers where they are increasingly spending time online.
- One of the first uses of a CokeTag will be to promote the we8 recording artists. we8 is an artistic and cultural exchange, uniting eight of China's most exciting artists and design firms with eight of the West's most progressive musicians to design a vision and soundtrack that celebrates the infinite possibilities that await when the doors are flung open from East to West. The we8 program is being launched as part of The Coca-Cola Company's 2008 Bejing Olympic Games marketing activities.
- The CokeTag application is being launched as a beta. Among others, the goal is to watch, listen and learn from consumers to determine how the community wishes to use the application and to gather suggestions on how to improve it as it expands outside of Facebook.
- The Coca-Cola Company aligns itself with delivering the promise of a cross-platform web experience, consistent with Coke’s brand value of bringing people together for social connections across cultures.
- CokeTag is the result of a partnership between The Coca-Cola Company and Linkstorm, which is an advertising technology company that is pioneering a new approach to social networking, online marketing and publishing.
Benefits and Features
- Includes a self-service editor that puts the creator in control of the CokeTag content and skin.
Every CokeTag packs several levels of easily navigated, expandable menus in a stylized, compact design that allow visitors to instantly navigate to specific content that they are interested in and want to see more about.- The built-in click tracker lets creators know every time someone looks at their CokeTag and which links they visited. This data is only viewable to the creator of the CokeTag.
- Sharing and posting features facilitate viral distribution via highly targeted personal networks for friends and fans.
Distribution
- Initially built for Facebook, the plan is to allow for a CokeTag to live beyond those walls and will soon be available across OpenSocial sites (i.e. MySpace, Bebo, etc.) and eventually to the greater Internet on Blogging platforms and elsewhere. The goal is to empower users with ubiquitous Web distribution for sharing the information that matters to them and maintaining it one place.
- Facebook users can add a CokeTag to both their personal profile as well as to any Facebook Fan Page. This opens it up so that a company, band or special event can build a CokeTag full of links about them and then fans can take that CokeTag and add it to their own profiles.
- Current Facebook distribution options includes:
Attributed to Michael Donnelly, Director, Worldwide Interactive Marketing, The Coca-Cola Company :
"The Coca-Cola Company's social networking approach has been one of very sincere respect for the communities we participate in. We prefer to politely enter and let the already existing ecosystem help guide us in the right direction as we continue to learn what works best for our brands."
"I'm excited about the CokeTag program, because while we are starting small and simple, we look forward to quickly growing it beyond Facebook with feedback, advice and counsel from consumers."
"While Facebook may be the starting point for CokeTag, it is only the beginning. We are excited to be working towards the potential of expanding the use of the CokeTag application throughout the web and we are now working on the best way to leverage the OpenSocial platform. We are looking forward to the day when anyone could potentially create a CokeTag and have it on all of their social network profiles and their blog and only have to worry about updating it in one place. That excites me."
"We made a distinct decision not to overly brand this application. We want this to be a helpful utility that connects consumers in a way that is all about them, not us."
Attributed to David Sidman, Founder & Chief Executive Officer, Linkstorm:
"Coke is the inaugural partner of our Portable Universal Profile (PUP™) platform for social media. Their vision and commitment have brought the platform to life in the form of a CokeTag. The platform is a unique way for brand marketers and advertisers to add great value to social media users’ experiences with a fun, unobtrusive and useful tool."
"Unlike many other social media marketing programs which force themselves between the users and what they really want to be doing, the PUP enables the brand to become a conduit for user communications. The brand message can be as subtle as the sponsor and its community may wish, but the application is designed to enhance the user experience of connecting and sharing with friends without intruding"
In addition to the website, www.coketags.com ,we have assembled the following links and multimedia that will assist you in informing others about the application.
About Coca-Cola
The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with more than 450 sparkling and still brands. Along with Coca-Cola, recognized as the world’s most valuable brand, the Company’s portfolio includes 12 other billion-dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid and Georgia Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate of 1.5 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our Web site at www.thecoca-colacompany.com.
About Linkstorm
Linkstorm is an advertising technology company that is pioneering a new approach to online marketing, e-commerce, publishing and social networking. The company’s unique ad enhancement technology significantly improves performance of all online advertising and improves user engagement by overlaying cascading menus onto any ad format and quickly connecting customers to the information they want. Clients include national and global advertisers, agencies and publishers such as Cisco, Microsoft, Wal-Mart, Chevrolet, HP, Ogilvy, MRM and Hachette Filipacchi. Linkstorm is headquartered in New York City and is funded by visionary investors such as Esther Dyson and Jim Rutt. For more information, please visit www.linkstorms.com
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