The Coca-Cola Company may very well have more Zealots than any other brand on Earth. Their span is far-reaching and their loyal supporters are avid fans of the brand, accepting no substitutions (ahem, Pepsi).
While there are many Zealotry actions we could showcase, AdAge recently publish an article (How Two Coke Fans Brought the Brand to Facebook Fame) spotlighting Coke taking a stand that is surprising for most big brands, making it the feature of today’s Zealotry Marketing spotlight. The article discusses the popularity of Coke’s Facebook Page (second only to President Barack Obama’s page), and most interestingly, the fact that the Page itself was created not by the parent company, but instead by two Zealots of the Coke brand.
Due to some regulations in brand/Page ownership set in place by Facebook, The Coca-Cola Company made the decision not to shut down the fan-lead Page, but to instead thank the Zealots who created the popular Page and allow them to join forces with Coke to continue to effectively manage and grow the Facebook Page for the worldwide brand.
Not only did Coke activate and engage some of their most avid supporters, but immediately their Facebook Page becomes even more credible than ever before. The Page is run by those that love it most, not by a corporate voice, but by people that truly love the brand and want to share it with the world. It is a shining example of the power of brand love, of appreciation for their fans, and the amazing word-of-mouth and referral power your Zealots can have for bringing together other like-minded supporters for your brand.
Guest Relations Marketing
Transforming Prospects to Guests, and Guests to Zealots.