Besides the marketing lingo, there’s one part that interested me the most: Liquid Content, or how content can be apart but share the same molecular brand DNA. Liquid content assumes the brand acts as a catalyst for play and takes risks in a culture of creativity.
On the same presentation, Coke shared their 70/20/10 principles of Liquid Content, where 70% of investiment is dedicated to low risk content, 20% to innovation and 10% to high risk / prepare to fail content.
No surprise then that Coke is launching simple initiatives such as Falling Dominoes, with a Coke Bottle on a digital Rube Goldberg animation.
The site was revealed as part of exclusive “liquid content” for Coke’s Facebook page, with a new riddle revealing a new microsite every day, such as BlowingBubblesinthesky.com.
One of the best examples i’ve seen that fully understands the importance of exclusive content on Facebook (specially on the new Timeline).
Agency: Wieden + Kennedy Amsterdam
ECDs: Eric Quennoy, Mark Bernath
Creatives: Daniel Maxwell, Nacho Guijarro, Ivan Cash
Digital production: Random, Amsterdam