Storytelling is one of the new media marketing in the era of today. Moreover, times have changed where the marketing model of information bombarding one direction to customers are not in season anymore. The community and brings this conversation more easily approachable by the method of storytelling.
One of the brands that once been in developing methods of storytelling was the Coca Cola. In collaboration with the Agency McCann Erikson and New Frontier Story Lab, Coca-Cola developed a storytelling as a crucial element in its marketing. In the laboratory, founded in October 2011, Coca-Cola blend storytelling and cutting-edge technology.
Coca-Cola’s involvement in this initiative as well as its presence in the film festival confirms the occurrence of increasingly creative shift towards a combined between brands and the world of entertainment. Jonathan Mildenhall, Vice President at Coca-Cola for global advertising strategy said the company has made a priority on storytelling as a marketing medium that is qualified. “Coca-Cola Company had collected stories about these brands over the past 125 years,” Mr Mildenhall. Mildenhall realize increasingly complex methods of storytelling and compelling. This is caused by two main factors, namely the distribution of technology and distribution of creativity.
For Mildenhall, everyone is in Nizhny Novgorod (the storyteller). And, thanks to the latest technologies, people can now share their stories with easy to more and more people. Coca-Cola also showed its commitment to learn from the creative industries. Therefore, Coca-Cola wanted to engage fully in the Sundance Film Festival, which provides an opportunity to partnering with production companies, film director, writer, and producer.
Lance Weiler, a filmmaker who combines sophisticated storytelling and technology in movies, as in the film, Pandemic, Head Trauma, and The Last Broadcast, also became part of the New Frontier Story Lab. Weiler was taken by McCann and Coca-Cola as a creative advisor.
“We’re using technology to tell our brand to the tens of millions of people every second, every day, all year long,” said Harris. New Frontier Story Lab is judged sufficient to help them in developing a method of storytelling in marketing brands and products.
McCann and Coca-Cola took part in the Sundance Film Festival on January 22, 13. They share the importance of storytelling methods based on his experiences with the New Frontier Story Lab in a discourse entitled “Exploring the Future of Dynamic Storytelling: The Never-Ending Story.”
What does Coca Cola could be an example to other brands in doing promotion. Storytelling can do more and have an emotional effect among customers.
Reference: Fast Company