SLIDESHOW: Social Media Triumphs and Fails of 2012
Got It Right: Coca-Cola
The people on Coke Zero’s (NYSE:KO) marketing team proved that they understood the power of social media when they created an ad depicting a viral Internet phenomenon that became one itself. The company’s first “Toe Tappy” commercial was an Internet short that depicted a young man inventing a dance that -- through the use of Internet media -- became a worldwide sensation. The ad not only captured the essence of how the Web can connect us to the world, but it also reached people worldwide through Coca-Cola’s own social media campaign. Currently, the ad has over 4 million views on YouTube alone, and had even sparked a hip-hop parody ad, which is also gaining traction.