Coca-Cola has jumped into social media using tools from blogging, Twitter, Facebook, YouTube and others. Social media is a long-term platform that plays an important role in creating valuable content for sharing, and is not limited by the quantity of information it can disseminate.
Since 2008, Coca-Cola Korea has carried out the Ambassador Program in conjunction with their Power Bloggers Program called “Coke Friends”, delivering stories through their own blog from consumers’ own perspectives. Being selected for the Ambassador Program is based on a participant’s interest in the brand.
Power Bloggers are drawn from a continuous relationship with bloggers that Coca-Cola Korea has garnered over recent years. From conversations and hands-on experiences offline, the Company periodically encourages bloggers to be voluntary ambassadors of the brand. Gradually, they have become friends, taking part in sampling new products, trying out marketing campaigns, and experiencing what a global company has to offer during worldwide events such as the FIFA World Cup and the Olympics.
“Coke Friends is characterized by authenticity and trust based on relationships rather than a mandatory set of rules, which differs from blogger programs in other companies,” said blogger Modsmods who has been supporting Coca-Cola since 2008. “Coca-Cola makes me feel like a true friend and I have become a real Coca-Cola fan through sharing various and special experiences with the brand. I am very proud of being part of Coke Friends.”
Currently, there are 32 Coke Friends in Korea. And they have become part of the Coca-Cola family, joining in for events such as the 2012 Year-End Party at the Korean office.
Jennifer Lai is Editor at Eight Partnership who helps write stories for The Coca-Cola Company in Asia.