Oliver Egan: Why Coke's Crowdsourced Commercial Fell Flat [Super Bowl 2013]
The soda giant misses the mark this year by worrying too much about social media, and not enough about storytelling.
Image and credits: ries.typepad.com
The creator of some of the most memorable Super Bowl advertising forgot about storytelling in pursuit of ‘participation’ this year.
The sobering truth for those of us that work in the industry is that advertising in its traditional sense continues to be less effective. You know the drill… more viewing options + more fragmented audiences + DVRs = fewer people paying attention to what brands have to say during the commercial break.
Which is why these days we spend as much time plotting how the stories we tell on behalf of brands will be distributed (seeding strategies, social spread, etc.) as we do conceiving those stories in the first place.