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:
Check out Natalie’s slides here.