Coca - Cola and social media

An introduction to Coca Cola's understanding of social media. There was a 2-minute time limit on this project, so I wasn't able to include a lot of the fabul...

Hi. I'm Tam Frager. Social media everywhere these days. Some – Zappos, Charlie Sheen, Comcast – use it well. But there's one company whose embrace of social media is far above the rest: Coca-Cola. Today I want to introduce you to their story. Let's go back to 2005. People are buzzing about the brand new video sharing site, YouTube, and one of the first viral videos -- Diet Coke and Mentos. People are talking about Diet Coke. They're buying Diet Coke. You couldn't ask for better publicity. Yet Coca-Cola did. Their official response to the video: >>The "craziness with Mentos ... doesn't fit the brand personality."