One group of fans couldn’t be clearer about what they wanted Coca-Cola to do: Bring back their discontinued 90’s hit, Surge. In fact, these Surge fans didn’t just have a Facebook group for the movement, they also bought a billboard outside of Coke’s headquarters to relay the request.

For Natalie Johnson, Coca-Cola’s Social Media Manager, this presented a bigger opportunity than just making a few thousand fans happy — it put Coke in a position to earn widespread word of mouth. In her presentation at SocialMedia.org’s Brands-Only Summit, she explains how they made the most out of bringing back the beloved drink and got people talking about the brand.

She also explains:

  • Why bringing back Surge made sense for their audience
  • How exclusivity drove sales
  • Why Coke profiled the guys behind the Surge movement

Watch the full presentation below:

How to integrate social media with PR and communications, presented by Natalie Johnson from SocialMedia.org on Vimeo.

Check out Natalie’s slides here.

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