# Consumer Generated Media The Coca Cola Challenge By Jacqueline Biggs | Published 2006-11-09 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/consumer-generated-media References: [coca-cola](http://www.coca-cola.com/challenge/index.html) It seems Coke has learned a thing or two about the need to embrace the consumer generated phenomenon. After the initial Coke/[Mentos](https://www.trendhunter.com/trends/mentos-fizzookas-rocket) videos 'debacle', when Coke took the high ground saying that they wanted people to drink Coke, not play with it and then introduced a lame contest, encouraging people to submit videos that aligned with the company's new tagline, "The essence of you.". No surprises, that was roundly ignored. Now, they're getting there – partnering with Fritz Grobe and Stephen Voltz, the two unknowns that previously hijacked the brand, and have just launched a new competition that gets people to consider how ordinary objects can do extraordinary things – there are some pretty impressive prizes for budding directors – but is it a little too late to embrace the trend? Didn't Mentos do this back in July? And didn't their contest at least encourage sales of Mentos and [Diet Coke](https://www.trendhunter.com/trends/diet-coke-break):. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 40% | Activity: 80% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) ## Key Themes ### What's Driving This Trend - **User-generated Content:** Potential for disruptive innovation in the marketing industry by embracing user-generated content to engage customers and enhance brand loyalty. - **Interactive Competitions:** Opportunity for disruptive innovation in the advertising industry by creating interactive competitions that encourage customers to participate and showcase their creativity. - **Partnering with Influencers:** Potential for disruptive innovation in the brand collaboration industry by partnering with influencers to leverage their creativity and engage a wider audience. ### Who This Affects Most - **Marketing:** The marketing industry can benefit from embracing user-generated content to create authentic and engaging brand experiences. - **Advertising:** The advertising industry can explore innovative ways of creating interactive competitions to captivate and involve customers in their campaigns. - **Brand Collaboration:** The brand collaboration industry can harness the power of influencers to create unique and impactful content that resonates with their target audience. ## Related on Trend Hunter - [Generative AI Beverage Ads](https://www.trendhunter.com/trends/cocacola-masterpiece.md) - [Gen Z Soda Campaigns](https://www.trendhunter.com/trends/enjoy-the-moment-with-a-cocacola.md) - [Brand-Boosting Social Media Contests](https://www.trendhunter.com/trends/iconic-agua.md) - [Bespoke AI-Powered Art](https://www.trendhunter.com/trends/coke.md) - [Artistic Multi-Beverage Ads](https://www.trendhunter.com/trends/cocacola-family.md) - [Customer-Powered eCommerce Solutions](https://www.trendhunter.com/trends/cevoid.md) - [Whimsical Uplifting Soda Campaigns](https://www.trendhunter.com/trends/its-magic-when-the-world-comes-together.md) - [Platform-Exclusive Sodas](https://www.trendhunter.com/trends/cocacola-happy-tears-zero-sugar.md) - [Candy-Branded Video Game Partnerships](https://www.trendhunter.com/trends/mentos-fizzookas-rocket.md)