Coca-Cola Launches Expedition 206

Coca-Cola is setting off on an ambitious expedition into the world of social media and the world in general, as its Expedition 206 initiative will send three 20-somethings to 206 countries and territories where its beverages are sold in 2010, AdAge.com reports.

Toño, Kelly and Tony will begin their journey in Madrid Jan. 1 and travel 275,000 miles with laptops, video cameras, smart phones and other gadgets to document their experiences. In addition to the Expedition 206 Website, their trip will be chronicled on Facebook, Flickr, YouTube and Twitter, according to AdAge.com.

Coca-Cola senior vice president of global public affairs and communications Clyde Tuggle told AdAge.com the company will track media impressions, Facebook and Twitter followers and page views, adding:

The challenge that we put to the communications team was to think about the social- and digital-media space as a new venue for driving good public relations for the company. (The team), which has typically worked in the space of print media and broadcast media, was suddenly challenged to go into this new-media space and come up with an idea to expand our brand.

It’s a muscle to be flexed and toned at Coca-Cola. (Traditionally), we’re not prepared to invest unless we know it’s going to deliver. There’s something seductive about that.

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