Oliver Egan: Why Coke’s Crowdsourced Commercial Fell Flat [Super Bowl 2013]

Oliver Egan: Why Coke’s Crowdsourced Commercial Fell Flat [Super Bowl 2013]
Advertising

The soda giant misses the mark this year by worrying too much about social media, and not enough about storytelling.

Oliver Egan, CHI&Partners
  • 10 february 2013

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.

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