Thursday, September 07, 2006

New Media participation gets traction

Until the world discovered that combining the two yields explosive results, Coke and Mentos had little in common. Reports AdWeek.

It says that "Thanks to widely circulated Web videos of the stunt, the soft drink and candy were joined at the hip this summer.

In the aftermath, the companies took divergent paths: Perfetti Van Melle, maker of Mentos, quickly moved to align itself with the consumer phenomenon, while Coke kept a studied distance.
Mentos has attracted over 300 submissions, which have been viewed more than 400,000 times. The Coke Show, which wrapped up its first contest last week, got only 35 videos, with none getting more than 2,000 views.

PR lessons: Monitor, evaluate, join in.