Brand barometer: Coca-Cola's latest viral campaign reviewed

Unruly evaluates the latest viral campaign caught on Coca-Cola security cameras, with "ones to watch" from Microsoft, T-Mobile and British Airways.

 

Uplifting and moving...has been warmly embraced across the web

7 / 10

Coca-Cola: Security Cameras

Think of CCTV images, and the words ‘warm’ and ‘fuzzy’ do not spring to mind, but Coca-Cola’s ad illustrates a softer, more caring side of Big Brother.

Rather than showing grainy images of people stealing sweet old ladies’ handbags, the clip depicts them stealing kisses instead, and instead of victims being attacked in the street, viewers see friends hugging. There is even footage of good Samaritans putting themselves in harm’s way to help complete strangers.

The ad has been warmly embraced across the web, attracting more than 350,000 shares in just under a fortnight. It is not hard to see why. A recent study found that branded videos that elicit positive emotions (exhilaration, inspiration) are 30% more likely to be shared than ones that prompt sadness or shock.

‘Security Cameras’ fits the bill. It’s uplifting and moving – two key sharing triggers.

Ones to watch: Viral hits from this week

 

Microsoft: Surface

Surface, Microsoft’s entry into the tablet market, was unveiled last week. For those that can’t wait to find out more, this video provides a sneak peak at the device.

T-Mobile: Dancing Dads

T-Mobile has created a Facebook competition based on ‘dancing dads’. The idea behind the activity is to promote the mobile operator’s offer of free texts for users who top up £10 a month.

British Airways: London 2012 Ad (UK)

This ad made its debut online before it appeared on TV during coverage of England vs Ukraine. It shows a BA plane taxiing by road through London, collecting fans on its way to the Olympic Park.

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