Coke Leading the Way

Kudos to Coca-Cola for diving head first into social media and actually doing it the right way. I was unfamiliar with Expedition 206 until I read the article about it on Mashable yesterday. Basically they’ve “hired” three well traveled, media savvy communicators to go on the trip of lifetime and tell all of us about it.

Cristina Warren of Mashable reports this project was generated from the top down and spear-headed by Senior VP of Global Affairs Clyde Tuggle. “Tuggle made it clear that Coke knows that they don’t own the brand — the consumers own the brand. Thus, who better to trust to spread the message of happiness than those consumers?”

Very refreshing to hear a major brand like Coke take a hands-off progressive approach (which is really the only good approach) to branding in the Social Media market.

Follow, friend and watch the Expedition 206 team on Twitter, Facebook, Vimeo and their own site.