Coca-Cola Puts the Spotlight on Selena Gomez

https://twitter.com/CocaCola/status/725807569592279040

On April 28^th, 2016, Coca-Cola posted this tweet to promote Selena Gomez’s Revival Tour. The tweet was meant to drive traffic to Coca-Cola’s Snapchat. What some may not realize, is that Coca-Cola is providing unique value to their customers as well as cautiously self-promoting their brand.

Firstly, Coca-Cola posted a successful tweet because it provides unique value to their customers. Coca-Cola provides this unique value by answering an essential question. Customers want to know why they should pay attention to the messages the brand puts on their social media accounts (Barker 109). Customers should listen to this message because there is an opportunity to see exclusive footage of Selena Gomez on Coca-Cola’s Snapchat. What makes this tweet even more effective is contains a call to action in the last sentence of the tweet.

Secondly, Coca-Cola’s tweet was successful because it cautiously self-promotes their brand. The goal for the customer is to check out footage of Selena Gomez’s rehearsals, not receive promotional messages from Coca-Cola. Coca-Cola abides by the assumption that Twitter users are not concerned with promotional updates (Barker 108). By posting this tweet, Coca-Cola has taken the spotlight off their products and placed it on Selena Gomez.

-Nich S.