commentators have also questioned whether the video was actually staged with actors instead of real consumers. The agency that mounted the video short insists that the video used genuine members of the public of which 70 made the dash for free tickets.
What is interesting is that the campaign seems to have used only one social media channel. Video is of course a powerful marketing tool and Coke used the initial Bond theme video as a viral teaser for the main video event, but it seems that the millions of views that the video received didn’t move these people to jump onto their social networks and shout about this.
Brand engagement should have been high with the production values that Coke used in both of these campaigns. However, between the main social media networks, the Coke Zero campaign seemed to fade in as many seconds as its stars had to run for their free tickets.