Guest Post: Video Matters: Coca-Cola, the World Cup and the Fan Experience

Today’s post is courtesy of guest blogger Jenny Schmitt. It originally appeared on her website,

We’ve been telling visual stories for nearly our entire careers. Why? Visual matters because most people are visual learners or can better recall a visual cue than a written one. When YouTube came around 5 years ago, a whole new opportunity came up to tell that story directly to an audience – no media required. We’ve been on board every since.

Now wait, if someone tells you they can make a viral video for you, stop there. You (or your agency) can’t make a video viral, you can make it great. Only your audience, your customers, your fans, can take it viral. No matter, even if you think you have a tough product or service, there is always a visual story.

We’re sharing this new branded YouTube page from The Coca-Cola Company. It’s a soon-to-be-classic example (created by Sapient Nitro – deep talent over there) of just where video can take a customer. Coca-Cola a global leader in the refreshment category has taken the World Cup ritual (the on-field celebrations) and asked fans to share their own celebrations if they were playing on the field. Here’s why we think Coca-Cola succeeds:

  1. It lets people (the fans) participate directly: send in video, artwork, photography (branded or not)
  2. The content is seemingly new, refreshed, all the time and it’s easy to share
  3. Coca-Cola can tie-in the campaign with actual events (note the videos with the branded banner)
  4. The music is universally appealing, borrowing beats, harmonies from different cultures
  5. For a global brand, the World Cup is a near-perfect opportunity to showcase its near-universal appeal

What videos do you think stand out as examples of a great visual story? What would you add?

Jenny-Rebecca Schmitt is a veteran public relations and marketing professional, trainer and sought-after public speaker. Her 15-year marketing and communications career includes experience in the fields of sports marketing, nonprofit marketing, healthcare communications, and public relations, including work at the collegiate, amateur, Olympic and professional level of sports. You can follow her on Twitter as @cloudspark or visit her website at