Last week, Coca-Cola put out a study declaring that online buzz has no impact on sales. And of course, that announcement drove everyone on the Internet to start buzzing about it.
AdAge, MediaBistro, Motley Fool, Business Insider and dozens of others all weighed in on Coke’s study, which “finds online buzz has no measurable impact on short-term sales”–driving thousands of tweets, likes and comments between them. (By “weighing in,” I mean they repeated the same few facts derived from the same presentation originally reported by AdAge in its “Buzzkill: Coca-Cola Finds No Sales Lift from Online Chatter” story.) Read More
There’s nothing that says a soft-drink maker can’t take a stake in a music streaming service, is there? Good. Because Coca-Cola is investing about $10 million in Spotify, according to The New York Times, as the digital music company closes a $100 million round. Read More
The average cost of a 30-second Super Bowl spot is up this year from $3 million in 2011 to $3.5 million, which means advertisers are even more desperate to make those millions count. Even though 100 million people are expected to tune in live to the game, there are other eyeballs to grab. According to Reuters, for example, “Consumer research forecasts that 60 percent of fans watching the Super Bowl will also be tied into a second screen such as a smartphone or tablet.”
Thus, in what sounds like an Alex Blagg sketch waiting to happen, advertisers are rolling out the social media strat. Read More