Creative Review - Coca-Cola's Facebook Riddles

Coca-Cola has over 40 million fans on Facebook, and has recently been playfully interacting with them on the site by posting a series of enigmatic riddles. Fans that solve the riddles are then directed to a set of charming Coke 'sitelets', that aim to "provoke small moments of happiness"...

The campaign is the brainchild of Wieden + Kennedy Amsterdam. The first riddle posted on Facebook was as follows:

It’s warm and sandy, right under your feet
By this crackling fire, good friends will meet.
Fun music is played, by women and men
You’ll think to yourself, “When can we do this again?”
There’s nothing more that I desire,
Than hanging out at A _ _ _ _ _ _ _ _ _ _ _ _ .com

The riddle was accompanied by an image of a bonfire, and fans quickly worked out that the link was abeachbonfire.com.

The sitelet for this riddle uses bold graphics to simulate a virtual beach bonfire, complete with a soundtrack featuring crackling flames, breaking waves, guitar sounds and the gentle clink of Coke bottles……. Read More

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Marketing, Branding is key to survival in Asia

By: Kristie Thong, Singapore

Published: 9 hours 38 min ago

BRANDING ASIA

Regional - Emerging multinational companies in Asia will need brands to survive in the future, according to a new report from the Economic Intelligence Unit.

Companies in emerging Asia have grown into large businesses rapidly without using brands, as they were at the right place at the right time, but this will not continue. As cost advantages erode and Western counterparts with honed brands intensify competition, Asian companies will need to change their business models.

Called 'Brand and deliver: Emerging Asia's new corporate imperative' the report suggested branding is not only about succeeding in local markets, but also about going global, and businesses without a strong brand identity will find it difficult to do so. Meanwhile, branding strategy is not well understood in Asia. According to brand consultants in the region, many confuse branding with advertising, and they regard brands as their reward for building a successful business.  More on:

Marketing, Branding is key to survival in Asia, ASIA PACIFIC, MARKETING, Branding Marketing, Brand reputation Marketing, Research findings Measurement Media Marketing, | Market-interactive.com