Before the release of the new James Bond movie, Skyfall, Coke partnered up with MGM to create this PR stunt which has garnered over 9 Million views. This creative display of content marketing wraps up an unsuspecting consumer into the James Bond world of excitement, intrigue and suspense. After purchasing a Coke Zero from a designated vending machine, the consumer is challenged to reach platform 6 in 70 seconds while avoiding a variety of miscellaneous obstacles in order to win free Skyfall tickets. At first, the cross promotion between Coke and James Bond appears to be unusual given James Bond's drink of choice is a martini ( or a Heineken) though Coke is able to adequately tie the promotional experience together in the end with their slogan "Make it Happen." Overall this publicity stunt touched on all the points that makes a public relation event successful. It created a positive image for their brand and generated a significant amount of positive media coverage all the time sticking to the most important rule of public relations. Coke's success is evident in the comment section of their Youtube video where users both acknowledge how impressive the stunt was and can recall that it is a Coke sponsored event. Further, Coke was able to respond to commenters who did not believe the stunt was genuine by uploading a behind the scenes video gaining 65,000 views.
(Maury Rubin, 06206586,Comm335- 002, public relations, content marketing, brand awareness, cross promotion)
Via Joachim Scholz, PhD