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After an initially cool reaction to amateur video auteurs, Coca-Cola is continuing its embrace of consumer creativity with a YouTube promotion that taps several of the site’s most popular video bloggers, reports AdWeek (via MarketingVox).
Coca-Cola’s Holiday WishCast, its first promotion with YouTube, invites users to create and submit video holiday greetings to friends via email using video greeting cards from six of the site’s most popular video bloggers, including LisaNova, Geriatric1927 and Renetto.
The campaign is not the first to tap YouTube stars. Young & Rubicam recruited popular video bloggers, including Renetto and Lonelygirl15, to make clips for World Poverty Day in October. It is the first time YouTube has brokered an ad deal that uses content from its top users, who will be paid an undisclosed fee for their participation.
The promotion is part of a turnaround for Coke regarding consumer-generated media. At first it pooh-poohed a popular viral video showing the Diet Coke and Mentos experiment yielding explosive results. Then, while Mentos capitalized on the video’s popularity with a YouTube contest, Coke turned Coke.com into its own site for consumer-generated media. But two months ago Coke linked up with the Diet Coke-Mentos video creators to run a contest on Coke.com to attract videos of new experiments.
All sectors of the media business will suffer from the weakened economy in 2008 and 2009, with a slump in local advertising particularly hurting newspapers and local TV, according to a new projection from Goldman Sachs.
Broadcast nets will experience…
The New York Times is shuttering its International Herald Tribune site; NYTimes.com will soon host the international news normally reserved for its sister website.
The move is not about cost savings, but rather about growth, NYTimes.com general manager Vivian Schiller…
Unilever’s Vaseline set forth on an unusual research project in a small town in Alaska. Setting up a storefront, the company began giving away free bottles of lotion and asking recipients to name the person who had recommended they come…
Meet the Press, the show hosted by Tim Russert for 17 years before his death last June, is beginning to slip in ratings.
Last month, CBS’s Face the Nation pulled ahead of Meet the Press for the first time in two…
Bloggers collectively create nearly one million blog posts each day, and half of bloggers believe blogs will be a primary source of news and entertainment in the next five years, according to Technorati’s 2008 State of the Blogosphere Report, MarketingCharts writes.…
Wal-Mart and Costco reported same-store gains in September, with sales rising 2.4% and 9% respectively. Sales at Target stores open at least a year fell 3%, writes Retailer Daily.
Below, fiscal results from the discount retail giants:
Sales of food and…
