It seems companies are still struggling with this whole newfangled
blog concept. TiVo may have taken a step in the right direciton by actually hiring one of its customers to create an
"official" blog, but for every "ad blog" that gets it right, there's ten others that get it totally
wrong, trying to pass off trite, manufactured prose as the ruminations of just another consumer like you or me. Adrants has a funny write-up about The Zero Movement, a clandestine blog run by Coke to promote a "zero
lifestyle" and, of course, to also promote Coke Zero. Perhaps Coke could be forgiven if the blog was actually
interesting, but at best, it's just condescending.Coke blog is a zero
It seems companies are still struggling with this whole newfangled
blog concept. TiVo may have taken a step in the right direciton by actually hiring one of its customers to create an
"official" blog, but for every "ad blog" that gets it right, there's ten others that get it totally
wrong, trying to pass off trite, manufactured prose as the ruminations of just another consumer like you or me. Adrants has a funny write-up about The Zero Movement, a clandestine blog run by Coke to promote a "zero
lifestyle" and, of course, to also promote Coke Zero. Perhaps Coke could be forgiven if the blog was actually
interesting, but at best, it's just condescending.Reader Comments
(Page 1)2. Just read this post and it reminded of a tech company I follow occasionally. Garmin hosted a blog for one of their new products called the "nuvi" during the latest CES conference in Vegas. It was a fun read as they posted actual real-time photos and even threw in the option to win one. Pretty cool attempt at a corporate blog. Might be because they made no attempt to fool us into thinking it wasn't them doing it. http://nuvi.blogs.com
Posted at 12:33AM on Jan 12th 2006 by Erik Olufson
3. I think it is a strategy of the agency who ran the campaign.
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1. Adam,
It seems like someone got wise over at Coke or CPB and replaced the initial page of the blog with a Coke Zero branded page. I've updated my post to reflect that. I may take another stab at them separately for doing this. When will these marketers get it?? :-)
Posted at 7:54PM on Jan 11th 2006 by Steve Hall