Coca-Cola: Papertweetos

I came across another interesting viral campaign today.  It was done by Coca-Cola, a company who has what seems like an unlimited marketing budget, however reverted back to using their own customers to create a buzz.  Coca-Cola noticed that at Argentinean soccer games fans through tiny pieces of paper into the air and cheered as their players entered the field.  Coca-Cola also recognized that during these games there were sometimes hundreds of thousand tweets.  So what Coke did next was kind of genius.

They decided to launch a campaign called Papertweetos. They asked fans to tweet their words of encouragement for their team and to use a specific hashtag.  Coca-Cola then compiled over 2 million tweets and placed them on tiny pieces of paper and launched them at a major Argentinean national team game.  They recorded the paper flying into the air with their Coca-Cola brand name on them as the team took the field and placed the video on their website and YouTube.

 This again is a clear example of a company getting the consumer involved in order to create a marketing campaign for a much smaller cost than the traditional advertising methods.