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December 18, 2006
Coke begins brand invasion on YouTube

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.

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.

Comments on this entry

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.

Posted by: Balazs Balint at December 19, 2006 12:34 PM


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.

Posted by: Nick at December 21, 2006 04:29 AM


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?

Posted by: Balazs Balint at December 24, 2006 11:14 PM


The Levi's channel on : YouTube

is it that one?

Posted by: celery at January 4, 2007 10:13 AM


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