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When it came to connecting with teens for its U.K. World Cup campaign, Coke decided that a typical TV ad push wouldn’t do the trick. Instead, it’s taking a chance on one of the newest media vehicles online: video blogging.
Coke has a production crew in Germany recording the daily exploits of Postie and Titch, two “unofficial mascots” it created to entertain fans watching the games in pubs and at tailgating parties. Starting last week, the footage had been uploaded on a video blog created by Coke interactive agency AKQA at www.themascots.co.uk.
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