Is social media the new advertising?

Reading Time: < 1 minute

I was reading with interest about a programme that Wieden + Kennedy Amsterdam have been rolling out for Coca-Cola. In essence a riddle is asked on the Facebook page for Coca-Cola and people are taken to a micro-site with a scene featuring Coca-Cola and answers to the puzzle.

The production values I was curious to know what this was looking to achieve, it looked like a very expensive way of doing community engagement and I am not sure what the ROI would be? It will be interesting to see if this builds into a larger word-of-mouth marketing campaign. The micro-sites themselves reminded me very much of a brand advertising campaign, pleasant to look at, but once you’ve visited them you don’t really have an incentive to go back.

More information

Creative Review – Coca-Cola’s Facebook Riddles

Archived from the posts that I used to write for PR Week.