Coke Zero – James Bond Skyfall campaign was a Social failure

Was the Coke Zero Skyfall video any good?
Last week, I saw a video with 300 views on YouTube that was doing the agency email rounds. Coke Zero recently did a tie up with the upcoming James Bond movie, Skyfall. The brand activated an experiential campaign around the theme of being a secret agent, setting up a digital Coke stand with a mission to venture through an assault course in a Train station within 70 seconds to win a Bond related prize. Today it has over 3 million hits on YouTube, but was it really a successful campaign?

The video itself starts well with consumers at the heart of the story, there are elements of surprise and mystery around the campaign. Unfortunately, the rest of the video becomes a Coke Zero self centred exercise in how cool they are as a brand.  The lack of any real audience in the video (apart from the tiny one that joins in the singing) means that the video could have been shot in a “closed to the public” environment. It’s a fine line and a difficult one to judge, but the lack of user failure in the challenge adds to the chorus of commentators to believe the video was staged or fake. This can be in the favour of making the video famous as people ask “was it real?” like the famous Gillette Federer’s William Tell video

Coke Zero – James Bond Skyfall campaign analysis
Coke Zero Facebook page - James Bond Skyfall campaign

A Social campaign is much more than just a well made video. It’s so important to create a longer idea out of the campaign which appears to have been missed. This is apparent when looking at their Facebook page which generated relatively few post likes and comments (349 post likes & 41 comments from 2.2m page likes). Take a look at Twitter @CokeZero (which has over 30,000 followers) and the campaign was missed off entirely.

Coke Zero – James Bond Skyfall campaign mentions
Coke Zero - James Bond Skyfall campaign breakdown

Taking a deeper dive into the stats, we can see that overall online mentions were pretty low for a video generating 3 million views. There were 147 mentions on Twitter which is pretty low for a big video campaign. Longer term, there were a few blog pickups, but the video didn’t capture the attention of news outlets.

Coke Zero – James Bond Skyfall campaign Blog authority breakdown
Coke Zero - James Bond Skyfall campaign Blog breakdown
From the seeding campaign, we can see that long tail, low authority blogs were targeted most which is indicative of video “viral” seeding through a paid video seeding specialist. The long term effect of people finding the video through search engines will be pretty low as a result.

Coke Zero – James Bond Skyfall campaign failure
From these insights, it’s clear to see that many of the 3 million views will have been good for a short term awareness burst but this campaign will be short lived bar a few award entries. This video was made with a Mad men mindset to create a clever video that people would watch because it was cool. There is still an over reliance in the marketing industry to spend most of the campaign budget on creating the “viral” video and then supporting it with media only spend. For a longer shelf life, Coke Zero should have considered a real blogger outreach program for maximum impact. Coke Zero could also have activated many of their 2.2. million Facebook fans or 30 thousand Twitter followers before the campaign was conceived.  3 million views is a big number but it doesn’t mean a thing if hardly anyone (proportionally) engages with the brand.

 

Comments

  1. I always think it’s interesting when the big viral networks release their charts to see which brands are their through their own merit and which are merely there because the videos have been seeded extensively. There appears to be no differentiation in these ‘league tables’ as to who has appeared through largely well earned views compared to those which have clearly used extensive seeding to effectively buy the vast majority of views. The appearance of Samsung in these charts the week the iPhone 5 was released is a good example, I should imagine the vast majority of these views were paid, yet this was often cited as huge viral success for Samsung, when anybody who understands how seeding really works it becomes more clear that this was just a week that they had chosen to throw a lot of money at promoting their videos online. The Coke CCTV ad is also often cited as a popular viral, when I think the majority of people can surely see that was only ever popular because a lot of money was behind making it so. I appreciate it is hardly in Unruly’s interests to highlight their campaigns but it does make you look at viral videos differently once you realise you are effectively watching a paid advertisement.

    Hurricane Media are a Bristol based Production Company

  2. I agree,
    This video was conceived with traditional creative thinking and paid digital media amplification. Social campaigns should have an increased half life due to social re-enforcement and natural sharing.
    Sadly this “really cool” video will probably just end up another YouTube stat on slideshare without any longevity. I hope Coca-Cola and their agencies take the concept further in the next iteration and actually include some UGC clips or fan participation of some sort. Stella Artois ‘black’ was a great example of this and created far wider ripples with less spend.

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