Embedding user-generated in viral marketing campagins

The application of the concept of value co-creation to generate viral messages can positively influence the success of viral marketing campaigns. This is rooted in the idea that “with the help of user generated content, from apps like Vine and Instagram, brands can connect with their audiences in ways that appeal to their natural curiosity and passions” (Viralblog).

The example of Coca-Cola showed how user-generated content can be converted into a viral message. The brand collected video clips of young consumers showing what it feels like when they take a sip of Coke – the “AHH” moments, as the brand calls it. The best clips featured in a national Coca-Cola TV ad. Coke got over 400 submissions, and chose 40 for the final cut. The clips in the ad come from all over the world, from London to Amsterdam and from Rio to Chicago.


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