27 October 2009
No one from the Arab World will be among the three bloggers to be selected by Coca- Cola to represent its new global marketing campaign Expedition 206, bloggers and social media marketers have said.
The Open Happiness campaign was announced earlier this week, with the aim of sending three bloggers on a paid mission to 206 countries around the world where Coca-Cola is sold to find out what makes people happy. The bloggers will then write about their experiences. Nine bloggers have been shortlisted and three of them will selected by online voters visiting Coca-Cola's Expedition 206 web page www.Expedition206.com.
Antoine Tayyar, Business Unit Public Affairs and Communications Manager, Coca Cola Mena, told Emirates Business the selection process was not based on nationality or race.
He said: "It was an open job audition, although it was not widely publicised. Candidates submitted applications and audition videos, and we brought 18 people to Atlanta for a rigorous interview and audition process.
"We were looking for specific candidates with the right mix of personality, technical skill, health and mindset to complete this unprecedented journey, in addition to their passion for travel and ability to visit 206 countries."
Tayyar said: "In the final selection, only nine candidates were retained in three groups. One of the finalist is originally from Turkey and is a writer based in Toronto. However, the final selection will be made by internet users, who will vote for the team they want to see on the expedition."
Alex McNabb, Group Account Director, SpotOn PR, said so far no brand had made an effort to target bloggers in the region. He said a paid campaign might compromise the sincerity of the campaign.
"Paying somebody to blog doesn't necessarily make good content and engage people," said McNabb.
He said: "The challenge is that we are in a state of transition with regards to companies understanding the ways to use tools such as social media and user-generated content.''
Commenting on absence of bloggers from the region, McNabb said: "I have seen mentions of the campaign and I have tweeted about it, but I am not sure the competition was run in the region. It is odd that people from the region are not included in the promotion of a brand that it is OK to be promoted."
Yousef Touqan, CEO of Flip Media, a media consultancy, said brands trying to engage audiences through social media had to avoid falling into the traditional marketing model and make sure they play by the rules.
He said:"Brands now know some bloggers have more admirers than traditional media and have thus realised the importance of utilising social media. It is a nice idea on paper, but we have to wait for its execution."
However, Touqan said it was disappointing that no one from the region made it to the shortlist.
"I don't buy the idea of not being able to find a good blogger in the region. There are some in countries, such as Kuwait, Saudi Arabia and Egypt, who are too good. Some of them have been jailed too," he said.
In the mean time, Coca- Cola said the winning team will receive travel expenses and a per diem sum during their trip.
The team members will reach the Middle East in May 2010, starting from Madrid on January 1.
Coca-Cola will announce the names of the three bloggers who receive the highest ratings, when voting concludes after about 10 days.
Tayyar refrained from giving information on the remuneration and premiums given to the chosen bloggers.
"For business reasons, we do not discuss our investments in activities such as this. Participants will receive a salary and daily allowances, but all of the finalists have told us the experience is far more valuable than the paycheque," he said.
Tayyar said: "I do not see any controversy with regards to paid Happiness Ambassadors. Expedition 206 is, in fact, an activity launched by Coca-Cola to share stories of happiness from 206 countries where Coca-Cola is sold."
"Coca-Cola is one of the most recognizable words in the world. It's also the brand people most commonly associate with happiness, and that gives us the opportunity to put together this ambitious global journey designed to inspire happiness and optimism. It is like a year-long reality television program without the TV."
Mcnabb said: "Previously, brands would use actors on TV to promote a brand. Currently, they are using actors in real life. It is another way to use the one-way marketing technique, shouting about a product."
Nine finalists from eight countries
The nine finalists for Expedition 206 belong to the United States, Canada, China, Mexico, Australia, Germany, Belgium and Denmark.
The finalists are divided into three teams. One competitor will be selected from each team through an online voting process.
Team SHA-BA-BA-DOO
Dave Zwolenski, 27, graphic designer and film producer from Sydney, Australia
Josephine Rosetzsky, 27, advertising executive from Copenhagen, Denmark
Sam Li, 21, communications student from Vancouver, Canada
Team The MIX
Antonio Santiago, 24, yoga and martial arts instructor from Mexico City, Mexico
Kelly Ferris, 22, advertising student from Brussels, Belgium
Tony Martin, 29, kindergarten teacher from Munich, Germany
Team WOW!
Greer Cornish, 26, digital media producer from Sydney, Australia
Brendan Madden, 31, science teacher from Beijing, China
No one from the Arab World will be among the three bloggers to be selected by Coca- Cola to represent its new global marketing campaign Expedition 206, bloggers and social media marketers have said.
The Open Happiness campaign was announced earlier this week, with the aim of sending three bloggers on a paid mission to 206 countries around the world where Coca-Cola is sold to find out what makes people happy. The bloggers will then write about their experiences. Nine bloggers have been shortlisted and three of them will selected by online voters visiting Coca-Cola's Expedition 206 web page www.Expedition206.com.
Antoine Tayyar, Business Unit Public Affairs and Communications Manager, Coca Cola Mena, told Emirates Business the selection process was not based on nationality or race.
He said: "It was an open job audition, although it was not widely publicised. Candidates submitted applications and audition videos, and we brought 18 people to Atlanta for a rigorous interview and audition process.
"We were looking for specific candidates with the right mix of personality, technical skill, health and mindset to complete this unprecedented journey, in addition to their passion for travel and ability to visit 206 countries."
Tayyar said: "In the final selection, only nine candidates were retained in three groups. One of the finalist is originally from Turkey and is a writer based in Toronto. However, the final selection will be made by internet users, who will vote for the team they want to see on the expedition."
Alex McNabb, Group Account Director, SpotOn PR, said so far no brand had made an effort to target bloggers in the region. He said a paid campaign might compromise the sincerity of the campaign.
"Paying somebody to blog doesn't necessarily make good content and engage people," said McNabb.
He said: "The challenge is that we are in a state of transition with regards to companies understanding the ways to use tools such as social media and user-generated content.''
Commenting on absence of bloggers from the region, McNabb said: "I have seen mentions of the campaign and I have tweeted about it, but I am not sure the competition was run in the region. It is odd that people from the region are not included in the promotion of a brand that it is OK to be promoted."
Yousef Touqan, CEO of Flip Media, a media consultancy, said brands trying to engage audiences through social media had to avoid falling into the traditional marketing model and make sure they play by the rules.
He said:"Brands now know some bloggers have more admirers than traditional media and have thus realised the importance of utilising social media. It is a nice idea on paper, but we have to wait for its execution."
However, Touqan said it was disappointing that no one from the region made it to the shortlist.
"I don't buy the idea of not being able to find a good blogger in the region. There are some in countries, such as Kuwait, Saudi Arabia and Egypt, who are too good. Some of them have been jailed too," he said.
In the mean time, Coca- Cola said the winning team will receive travel expenses and a per diem sum during their trip.
The team members will reach the Middle East in May 2010, starting from Madrid on January 1.
Coca-Cola will announce the names of the three bloggers who receive the highest ratings, when voting concludes after about 10 days.
Tayyar refrained from giving information on the remuneration and premiums given to the chosen bloggers.
"For business reasons, we do not discuss our investments in activities such as this. Participants will receive a salary and daily allowances, but all of the finalists have told us the experience is far more valuable than the paycheque," he said.
Tayyar said: "I do not see any controversy with regards to paid Happiness Ambassadors. Expedition 206 is, in fact, an activity launched by Coca-Cola to share stories of happiness from 206 countries where Coca-Cola is sold."
"Coca-Cola is one of the most recognizable words in the world. It's also the brand people most commonly associate with happiness, and that gives us the opportunity to put together this ambitious global journey designed to inspire happiness and optimism. It is like a year-long reality television program without the TV."
Mcnabb said: "Previously, brands would use actors on TV to promote a brand. Currently, they are using actors in real life. It is another way to use the one-way marketing technique, shouting about a product."
Nine finalists from eight countries
The nine finalists for Expedition 206 belong to the United States, Canada, China, Mexico, Australia, Germany, Belgium and Denmark.
The finalists are divided into three teams. One competitor will be selected from each team through an online voting process.
Team SHA-BA-BA-DOO
Dave Zwolenski, 27, graphic designer and film producer from Sydney, Australia
Josephine Rosetzsky, 27, advertising executive from Copenhagen, Denmark
Sam Li, 21, communications student from Vancouver, Canada
Team The MIX
Antonio Santiago, 24, yoga and martial arts instructor from Mexico City, Mexico
Kelly Ferris, 22, advertising student from Brussels, Belgium
Tony Martin, 29, kindergarten teacher from Munich, Germany
Team WOW!
Greer Cornish, 26, digital media producer from Sydney, Australia
Brendan Madden, 31, science teacher from Beijing, China
By Dima Hamadeh
© Emirates Business 24/7 2009
