“newm media age”でかなり興味深い記事を発見。コカ・コーラは今後のコミュニケーション・チャネルをキャンペーンサイトから海外発SNS大手FacebookYouTubeの公式ページへの移行を進めるそうだ。

Cover story: Coke drops campaign sites in favour of social media

from “newm media age”

 

Coca-Cola and Unilever are shifting their digital focus away from traditional campaign sites and towards community platforms, such as Facebook and YouTube, as social media begins to dictate their marketing activity in 2010.

 

前にも紹介しましたが、YoutubeのChもここまで人気になると他社のウェブサイトでもひとつの自社メディアなんですよね。

 

Coca-Cola “Happiness Machine”

http://www.youtube.com/embed/lqT_dPApj9U?rel=0″ frameborder=”0″ width=”500″ height=”281″>

 

まだまだ開拓していかないと!名古屋の日々はまだまだ続きそうです。

 

Coca-Cola will position its official Facebook and YouTube pages as the lead online channels for upcoming international activity for its Coke Zero and Fanta brands, new media age understands.
Prinz Pinakatt, the Coca-Cola Company’s interactive marketing manager for Europe, said, “In some cases some of our campaigns won’t need a coke.com-hosted site. In most cases these will still exist as it’s the most obvious destination for a consumer, but it might only be a page linking to YouTube encouraging people to join the community there.”
“We would like to place our activities and brands where people are, rather than dragging them to our platform,” Pinakatt added.
Unilever is also abandoning campaign sites in favour of long-term community engagement platforms.
Cheryl Calverley, Unilever UK’s senior global manager for Axe Skin, said, “You’ll see fewer brands creating a site for one campaign and then throwing it away. Certainly we won’t do that at Unilever any more.”
“It’s natural online to go to the place where people are already consuming media,” she added. “It’s less effort to ask people to leave an environment they’re already in.”

 

これまでは、マスメディア広告=一方通行/インタラクティブ=双方向、というような図式が一般的だった。のだけれども、これからは、企業側が“本当の意味”で生活者の活動する領域に場所へ出かけていってコンタクトをとる、という感覚になっていくのかもしれません。