When people discovered that dropping Mentos candies into a bottle of Diet Coke creates a geyser that shoots 20 feet into the air, more than 800 videos flooded the Internet to document the volcanic possibilities.The firm that manufactures Mentos gleefully welcomed a gusher of free publicity out of the deal. In contrast, Coca-Cola’s attorneys initially tried to shut down the video posts. As you might predict, their efforts were fruitless. Today a Google search for “Diet Coke and Mentos” yields over 2.8 million hits.
Welcome to the horizontal revolution. Web 2.0 bestows a powerful—and unprecedented—media voice upon consumers. However, the ability to engage in full-on content co-creation with marketers is a mixed blessing for managers.While consumers are more engaged in the messaging process, we have also handed over the keys for the asylum to the inmates. Today users share the driver’s seat as they dictate what, when, and how they will interact with marketing organizations.Continue Reading..