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Coke begins brand invasion on YouTube

December 18, 2006 at 9:36 by Martina Comments

Coca-Cola is online with one of the first YouTube co-marketing efforts. It’s called Holiday Wishcast and it’s a mini-site based on YouTube service which allows visitors to upload and share their video greetings. Among the users who have submitted content, we find the sweet Geriatric1927 who is already a star among YouTube fans.
coke_wishcast.jpg
Marketers look with interest Coca-Cola’s initiative to exploit a new advertising space crowded with young users (read Contagious for example), while YouTube purists hope this is not the beginning of a brand invasion on the popular video sharing service. I don’t want to sound pessimistic but, since in the end, someone has to pay the (bandwidth) bills, I’m not sure there’s much we can do to stop the brand invasion…


As said Coke is not the first, but among the first brands which are launching campaigns through YouTube. New Media Age reports today that also Levi’s has opened a channel for branded video content. It’s called Levi’s One To Watch Tour 2006 and it features exclusive video footage from upcoming (but already signed) bands like The Fratellis (I love them!), The View and Forward Russia.
This should be the direct link to the Levi’s channel on YouTube, but at the moment it doesn’t work.

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4 Responses to Coke begins brand invasion on YouTube

  1. This is the core of a campaign or this is the full campaign? I’m sceptic about results in a short period. But I’m very curious too.

  2. Nick says:

    This is the same type of deal that happened with MySpace…Companies are gonna dump a ton of money into advertising on YouTube, find that it DOES NOT work, and head back to the drawing board.

  3. Hi Nick!
    I hope you read this comment! Why do you think, it won’t work? Do you know details about it? Is this campaign already started?

  4. celery says:

    The Levi’s channel on : YouTubehttp://www.youtube.com/profile?user=onestowatch
    is it that one?

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