After Coca-Cola leveraged a crowdsourcing platform in an effort to get consumers to generate the “right” creative content for the brand. The plan worked so well that Coca-Cola has changed the way it approaches marketing.
Leonardo O’Grad, the North West Europe & Nordics Director Integrated Marketing Communications at The Coca-Cola Co., pens this article for CMO.com and shares not only the crowdsourcing effort and its results, but how the brands marketing strategy has changed.
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