Choosing my “favorite” YouTube video was extremely difficult
because there is such an assortment of videos posted every day. Typically, I go
to YouTube to watch music videos, commercials, or “homemade” videos. I have
favorite videos in each category but for the sake of this Marketing assignment,
my favorite YouTube video is the Coke commercial—“There are reasons to believe
in a better world”.
Coke initially came out with this video to promote their 125th
anniversary and referred to the campaign as “sharing their happiness”. I think
that it is such an appealing video because it is emotional and relatable and
tugs at everyone’s heartstrings. It compares a number of bad things that people
think about in the world and replace it with more good things that people are
doing in the world that we often do not think about as regularly as the bad. It
is an emotional and informal video promoting Coca-Cola and the happiness Coke
can bring to people as the other things in the video brought joy to the viewer.
Surprisingly, there are absolutely no advertisements before,
in, or around the Coke video. I like that there are no other advertisements
besides Coca-Cola because it allows myself as well as other viewers to
concentrate on the message that the video was conveying instead of being
distracted by other advertisements. Additionally, there are no social media
tie-ins that were made obvious in the video. I think that a twitter handle or hash
tag would have benefitted the brand but do not think that it took away from the
meaning of the advertisement. I do however think that at the time this video was
released there were many various Coca-Cola hash tags and social media topics in
their favor. Overall, I think that Coke did a wonderful job at grabbing viewers
attention and bringing an emotional appeal to the video and allowing customers
to remember them as a brand that cares about the consumers.
Take a look at the video:
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