coke plays down at the end of the long tail

10/25/2006 08:28:00 AM
Remember a few months back, when those crazy lab suited guys created pyrotechnics with Mentos and Coke?

Mentos were quick to step forward and play ball, but Coke didn't appear to be interested in the free viral PR and buzz that was being offered.

Now it looks at though things have changed and Coke is ready to play after all.

The lab-coats, known as Eepy Bird will announce showcase their next video on Coca-Cola's site and are challenging others to come up with the idea for the next. video.

It's interesting to see how a big brand is reaching down the end of the Long Tail to find content creators and are offering their "site"/"media" as a broadcast vehicle.

We are likely to see more of this type of thing in the new media world as big brands reach down into the tail for ideas. This promotion is interesting because it appears to be doing a number of things pretty well.

1. Coke understands that to work on the web you need to be flexible with your brand- take some risks
2. Coke has identified an "emerging media" property to work with. These guys aren't unknown, they come with built in buzz.
3. Coke are not just stealing or using their idea- they are giving them a forum and big media to showcase their content.
4. Coke is adding another layer to the idea by inviting the consumer to come in and play.

It will be interesting to see if there is some durability to these viral ideas.

Is it possible to have a second chance or are you done after the first shot?

Eepy Bird made it big a few months back, now can they do more of the same with a big brand at their side?
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