Coca-Cola Case Study: TCCC
Patrick Hannon
What could TCCC bring to the proposition that would be viewed as positive and valuable by the community? What was Donnelly learning that could be applied on a "global scale with local relevance"?
What would it mean for TCCC to co-administer the page in conjunction with Sorg and Jedrzejewski?
How could both Sorg and Jedrzejewski and TCCC stay true to their aims?
Donnelly wondered how he would scale the Facebook platform, bearing in mind its rapid growth and multinational audience. How would the brand ensure that it was having conversations with its millions of fans, as proposed to broadcasting messages from on high? “Our team has focused on building the pipes to scale”. “We want to communicate with individuals and local people, as opposed to communicating on a global basis, not at them as traditional advertising does.” Donnelly learned that each country around the world has a demand, how do they apply that demand to local communities, by increasing the demand for an already globally desired product and brand such as Coke. All the countries around the world demanding Coca Cola only attests to the fact that it is easier and much simpler on a local scale and the demand is there it is just adapting to the regional differences.
To co administer would mean that Sorg and Jedrzejewski would maintain control over the Coke page because of the fact that their Coke page’s growth was astronomical compared to the 150 other coke pages found on Facebook. All it means is that they are working for Coke now when it comes to their promotions and discussions they are no longer infringing on Cokes Copyrights. It is a way for Coke to get free help from Sorg and Jed. Coke sued, deliberated potential lawsuits and finally decided to call Sorg and Jed and offer them a tour of the TCCC historic facility and call upon them to be their official 3rd party host to their brand. It was Cokes way of making the Brand “less about us, more about them”.
How could they stay true to their aims? It makes it difficult to stay true to a non profit seeking venture when you are really good at what you do, such as Sorg and Jed were in this case. The only way I see them truly staying honest to their original goal of a fun promotion page would be to do another product that is not as famous and have fun with that. TCCC, however their aim is money. For them to not have to pay Sorg and Jed saved them millions in advertsing. Who knows how long it would have taken TCCC to gain 1.9 million followers let alone, in the year of possibly suing them the popularity of the site grew by 600,000 from 1.3-1.9 million.
