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Coke’s Social Reality Drama On YouTube Turns Us A Bit Green

And you thought Bebo Originals had a monopoly on brand marketing teen video drama? Afraid not – Coca Cola Europe is now inflicting on YouTube “Green Eyed World“, a faux reality drama following supposed would-be London pop star Katie Vogel, 23, as she struggles through both her love life and the music biz.

Geek chatter (via SAI) around the effort centres on the project’s use of Facebook Connect – letting viewers interact with Vogel using their Facebook accounts, despite the project being hosted on rival YouTube. More interesting – this is a five-“season”, social reality brand marketing campaign for Coke’s Sprite drink, right down to Vogel’s green-coloured guitar.

Where Bebo’s KateModern relied on scripted product placements and its Secret World Of Sam King promoted Universal Music Group by writing the label in to the plot, Green Eyed World – produced by Austria’s FFP – one-ups the model with all the fake sincerity that “interactive” social engagement marketing nowadays affords. This from the release: “By joining her journey online, the audience can influence her choices through commenting and voting directly.” Bleurch!

Coke’s European digital marketer Stafford Green: “With this show, Sprite shifts from creating the perfect branded content to content that perfects the brand.” Eh??

But Coke assures paidContent:UK Vogel is a genuine aspiring artist – found for the project by iTunes consultant Denzyl Feigelson. We forgot to ask whether the drama in video is genuine or scripted – but we have a good idea which.

The drinks maker is buying pan-European ads across YouTube’s homepage, is planning mobile, P2P and TV ads, plus related live music events in London and New York. A pilot episode “zero” is online now, with three more per “seasons” due to complete by December.

2 Responses to “Coke’s Social Reality Drama On YouTube Turns Us A Bit Green”

  1. Caitlin

    Jesus Christ, Steve.
    Internet etiquette. Quit typing in caps.

    In anycase. I'm on the fence when it comes to Green Eyed World. I started watching when Youtube Celeb Sxephil was invited over to do something with them and showed it on his vlogs and I thought it was interesting. Scripted and not at all "real" but it was still a tad interesting.

    I'll stick with it for a while, I guess.

    It's especially interesting to read the youtube comments that are along the lines of "WAY TO GO KATIE!" and "Keep it up Katie!!!! You have people behind you!".
    I think to myself: Surely these people know this is scripted… But then again. Average humans are pretty damn stupid.

  2. steve

    this comment was to long for youtube's comments so I'm posting here:

    Wow, I clicked on this channel as it was featured on the youtube home page. I'm into new media, online distribution of video content etc etc. Nevertheless, once I watched the boyfriend/break up scene (1:55) you made my face turn sour and I totally LOST INTREST IN SEEING THIS CRINGE-INDUCING-FAKE-REALITY-LONELYGILR-ESPQ STUFF. It is so obvious this is not 'REALITY' it is so FAKE/SCRIPTED. A FEW EIGHT-HUNDRED-POUND-GORILLA-IN-THE-ROOM-POINTS THAT JUMP AT YOU.


    2. THE ACTING SUCKED (BREAK UP LOL!)- I ask myself, why didn't you redo the take several times until you could convince an audience they are watching 'REALITY'. these are paid actors after all. Or better still, hire better actors on your next 'FAKE REALITY SHOW' production. I blame the producers and the director, Fire them both.

    3. I can't be bothered to go on as you get the point, and I couldn't be bothered to watch anymore.

    …WON'T BOTHER WATCHNG THIS SHOW ANY FURTHER. I DISLIKE SCRIPTED DRAMA DRESSED UP LIKE IT IS REALITY. PEOPLE AREN'T STUPID ANYMORE. WE KNOW THE DIFFERENCE BETWEEN GENUINE HUMAN REACTIONS AND STRAIGHT POOR ACTING. THIS IS WORSE THAN WATCHING MTV'S 'THE HILLS'. OK PRODUCTION BUT FAAAAAKKKKEEE CONTENT. FAKE REALITY MAKES ME SICK. OH I JUST NOTICED THE TINY 'POWERD BY SPRITE LOGO'. Now that explains why its so naff!. Its the Marketing department trying to make a web series lol! I stopped watching TV to escape this kind of manufactured mess, only for it to creep onto my computer. Damn you can't escape these marketers.

    HOWEVER, I think the design of your channel page is awesome. I wish I could get my page to look that cool man. I hope youtube lets users customise their pages to look this cool. Now that would be coooool!