Diet Coke are dipping their toes into the user generated content arena with a new website showing short films made by local up and coming directors, but can Coke find a place in the hearts of the Youtube generation?
In an era where audiences are embracing the freedom of video on demand, Coke seem to be taking a step backwards in posting one movie each day at the set time of 11am. From what we can gather it seems that Coke are trying to link the morning tea break with their daily video release and this isn't such a bad idea accept for all of those people that take their morning break before 11am. The site is only new so we are yet to see if previous days clips will also be available for viewers to go though at their convenience.
It is interesting to note that Coke have chosen not to dive in the deep end but rather dip their toes into the user generated content pool by keeping control of the videos that appear on their site. This obviously avoids any "negative brand connotation" clips appearing on the site, but many new media marketing experts believe that user generated content initiatives must be totally open, warts and all before users really start getting involved. Companies that enable comments on their corporate blogs run the risk of negative remarks, but part of the appeal of interactive marketing is the company's preparedness to be transparent in interacting with their customers. Those few companies that think they can control their public perception by deleting negative comments soon find themselves berated in dozens of blogs and forums sites.
We will keep an eye on Diet Cokes campaign over the coming weeks and keep you all up to date on this little marketing experiment by one of the worlds biggest companies.