Coke’s story is often told on its Facebook timeline through the point of view of its fans. For example, on Coke’s timeline for 2009, there is a hilarious video made by the two fans who created Coke’s first Facebook Page. The video explains how these fans and the Page they created were initially discovered by Coke. Other years show letters from fans expressing how sharing a coke and smile with someone led to sharing marriage and children with them. The stories are pleasant and a nice personal touch.
Personal testimonies and videos are not the only things gracing Coke’s timeline, however. Advertisements for Coke, like the illustrations of Normal Rockwell, are present. Also, videos such as the one showing Coke’s leadership addressing New Coke’s huge failure in 1985 are provided and silent, footage from 1937 of a horseshoe match can be seen. Interestingly, the silent video’s only reference to Coke is what might be called product placement now.
Like all good story tellers, Coca-Cola does not try to recount every detail of the story and keeps the plot moving. The timeline for the most part is simple and elegant . . . until 2009. From 2009 forward, the footprint of information overload can be seen on Coke’s timeline; but perhaps, understandably. 125 years ago, Coke only had to deal with a few letters straggling in by horse and rider. Now, 40 million people who Like the Coke Page can have immediate communication with the company and see what their friends are saying about it. Times have changed.
Overall, Coke uses Facebook’s new Timeline effectively to tell a beautiful, engaging, and relevant story. The story has the potential of emotionally connecting Coke with its fans and strengthening its relationship with them. Coke’s timeline is another milestone in its marketing.