Have you heard about Expedition 206? It’s Coca Cola’s biggest social media push to date, a year long campaign that sends three “Happiness Ambassadors” to 206 countries around the world. Their mission is to find out what makes people happy and they’ll be letting us know what they discover via Facebook, Twitter, websites and blogs. In short, all the digital tools that we’ve come to expect people to utilize when they are conducting these kind of projects. And, of course, the three ambassadors are all social media experts with extensive experience in creating compelling content for online readers.
When I first heard about the project, I was struck by the extent of Coke’s investment in social media. I thought it was another terrific example of the mainstreaming of digital media and really illustrated how ingrained these platforms have become in our everyday lives. But as I investigated further, an even more compelling fact emerged.
None of the happiness ambassadors live in the United States. One of them is an American but he lives in Munich, Germany.
So the most iconic American brand in the world has made a major investment in three spokespeople who do not reside in their home market. And they’re perfectly ok with that. Coke believes that these three representatives can convincingly and compellingly speak to an American audience no matter where the reps are located at any given time. And that an American audience will not only respond to this but find the fact that they are not located in the US to be an interesting point of differentiation.
If that’s not a validation of Zemoga’s business model, I don’t know what is.
We’ve said it over and over again on this blog and we see new examples of it every day. Creative thinking and compelling content creation can happen anywhere around the world. And the key to running a successful business in the post-digital age is hiring top quality talent no matter where they may happen to be located.
Where does the talent reside in your industry? Are you using digital tools to help you tap in to all the resources that are available to you worldwide?