Coca-Cola's Media & Digital Marketing Deputy Dir., Ernesto Almada Brito, shares how the company continues to expand innovation and adopt new technologies like VR live streaming to stay relevant and connected to consumers.
Recently, the 131 year anniversary took place for the first batches of Coca-Cola were concocted by the company’s founder, John Pemberton, taking his Wine Cocoa recipe and remaking it for the non-alcoholic prohibition era. On May 8, 1886, the new Coca-Cola beverage made its way from the vats to the lips of Pemberton Pharmacy’s customers in downtown Atlanta.
Today 1.7 billion servings of Coca-Cola products are consumed every day by Coke fans around the world.
Even in those very early days, the concept around the marketing and branding of the infamous company was percolating. Frank Robinson, the company’s accountant at the time, not only came up with the idea of naming the drink Coca-Cola but also created the Spencerian script logo, believing that the logo’s icon of two Cs would work well in adverting and promotional branding.
Robinson was spot on, and over the last 131 years the Coca-Cola brand has made its way into the fabric not only of American culture but it has become intertwined into international societies. Coke’s marketing and branding ingenuity and innovation have continued to evolve as the world evolves, which no doubt contributes to those 1.7 billion servings a day.
In less than one week the Coachella gates will open, letting the people flow in and letting the magic begin for the first of two consecutive weekends taking place April 14-16 and April 21-23. Festival promoter, Goldenvoice, will be live streaming performances once again during the first weekend of Coachella with returning sponsor, T-Mobile.
Last year the made waves with the introduction of their Coachella VR app that accompanied the customized Coachella Google Cardboard VR headset (and headset owners of Samsung Gear VR).
By downloading the app, fans from around the world could experience 360-degree views of various areas within the festival grounds, artists’ performances, and check out VR video created by attending festival-goers.
It was the live streaming VR agency, vantage.tv, that had worked with Coachella since 2015 when Goldenvoice decided to bring VR into their continually evolving technical production.
In 2017, Coachella has taken the next step in the evolution process, working again with vantage.tv on their next-generation VR mobile app that now has augmented reality (AR) capabilities.
Big thanks goes out to all those that attended our SXSW Workshop providing a Deep Dive into Live Streaming and it's impact on Brands, Promoters, and Fans, and a ton of gratitude goes out to the SXSW folks for helping us make it happen. For those of you that want a refresh of the session or for all the folks that couldn't make it, here are the slides from the presentation along with the recording of the entire workshop.
Brands are in a current state of flux in how they reach consumers. The ad-blocking Tsunami - which equals 415 million people, or about 22% of the world’s smartphone owners -- has thrown off brands’ traditional advertising practices.
This past weekend wrapped the 2016 Governors Ball, and although Day 3 of the festival was canceled due to weather predictions of lightning and flooding, Days 1 and 2 packed a punch. For those of us not physically at the festival, we were still able to enjoy daytime sets from Eliot Sumner, London Soul, Holly Miranda, Catfish and the Bottlemen, and Kristine and the Queens via the Gov Ball webcast on Live Nation TV’s YouTube channel. In the evening, VICELAND’s Noisy cable channel aired live performances as well (albeit, with idiotic banter by Noisey hosts in between acts).
Mother Nature has had her way with another festival. At 12:30am Eastern Sunday morning, Governors Ball issued a statement, “At Gov Ball, our top priority is your well-being and the well-being of talent and staff. If weather conditions are deemed unsafe for the festival, Sunday’s show will be delayed or cancelled.”