Ad Age Digital Conference - Coca Cola

This morning I was watching a live stream from the Adage Digital Conference (on-demand embed below).

Watch live streaming video from adage at livestream.com

One of the speakers at the conference was Wendy Clark from Coca Cola.

One thing Wendy spoke about in regards to the evolving digital landscape, is the fact that an advertising message should be liquid and linked. This means that a message needs to be liquid in so that it can trickle down to all communication mediums and outlets, while at the same time remaining linked to the original brand concepts and the people that interact with it.

As a case study, Wendy ended her presentation with a video about the Coca Cola "wavin flag" campaign that was done in response to the Fifa World Cup in South Africa.  The campaign was able to reach 1 billion minutes of user engagement, and was able to connect with 64% of the world's population at one time.