Coke launches ARG around secret recipe

Coke has just launched an ARG (Alternate Reality Game) based around its secret recipe and a dude called Dr Pemberton (who apparently invented Coke). It’s quite cryptic and weird but I’m sure  if they seed it correctly with their massive Facebook fan pages, it will get traction, big time.

They’ve seeded a video on YouTube embedded with hidden clues and links to a Twitter page, FTP vault accounts, Facebook App Pages, Live video Feeds, Random Microsites, more Microsites and a YouTube video.

Seems like a big departure from their ‘happiness’ positioning, but for me brands that have mythology around them like Coke, should celebrate it.  I think this is an interesting way to start conversations on social platforms for Coke’s fanatics who always have wondered about Cokes recipe…maybe?? Having said that, it feels about like Levi’s ‘Go Forth’ where they’re tapping into the whole 1800’s Civil War thing. Am gonna follow it and see how it evolves. Good on Coke for having some interesting initatives out in the market, combined with Expedition 206, they are experimenting with pop culture.

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