Over the last couple of weeks Sprite (Coca Cola) launched an interesting reality-type program on YouTube called Green Eyed World, which will follow the nascent music career of a new artist, Katie Vogel, as she leaves her family in the UK and heads to the Big Apple, NYC. It’s typical reality format and also branded entertainment at it’s “best”. I’m not a big reality fan, so I won’t comment on the content, but I do think the singer Katie Vogel has a nice, raspy, jazzy musical style. But I digress..
The interesting digital marketing tidbit here – is that YouTube (well, Google – as in one of the brands with a competing data portability product) has agreed to implement Facebook Connect, which will allow viewers to interact with their friends on Facebook and even with Katie herself while watching episodes. The fact that Google is using Facebook Connect can only mean that the two companies are open to the potential of the openness to a two way data portability relationship. Either that, or it was a big enough deal for YouTube – which really needs the revenue. Remember the history making data portability case implementation that rocked our world a few months back? …when CNN implemented it during the presidential inauguration? Well, this isn’t that big a deal, but it’s refreshing to see the mash-up of reality programming, branded entertainment, and social media data portability. Kudos to the team from at Coca Cola Europe and FullSix for kicking off a global campaign in the UK and achieving global momentum. Well played.
Incidentally, this is a big change from Sprite’s early foray into social media via one of the first Facebook apps in Nov 2007, which ironically is still there rotting away with 4 installs (i am one of them and know 2 others – ouch). One of the wall comments on the Sprite Sips page is most likely the best internet comment I have ever seen – “This app is crap to the power of suck” – Lucy Peery . I’m making a t-shirt out of that.
Reminding you to add value within social media communities, earn respect…and have you pet spade or neutered.
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