Coca-Cola’s Online Challenge, A Reason to Laugh, Apps for Publishing

The Strategist picks the day’s most interesting stories for the content aficionados who love the backstory and reading between the lines. Here are the gems you need to kickstart your Tuesday.

Buzzkill: Coca-Cola Finds No Sales Lift from Online Chatter (Ad Age)
According to a new study by Coca-Cola, there is no correlation between buzz and online sales. Coming from one of the biggest brand marketers in the world — the revelation is stunning.

According to the company’s senior manager of marketing strategy and insights, however, the study excludes other aspects of social media (sharing and video views) that could have more tangible value. It’s definitely possible that this buzzkill is only buzz.

Cheezburger’s Ben Huh on Why Founders and Companies Should Be More Funny (TechCrunch)
Why so serious, marketers? Humor is one of the best way to engage audiences on an emotional level.

It’s one of the key strategies for gaining a competitive edge in the business world — where everybody’s well, getting down to business.

Pushing Editorial Into World of Apps (WSJ)
A small startup called 29th Street Publishing has a big vision to transform the world of magazine publishing — and they’re taking an app by app approach.

The New York-based company is aiming to streamline the process of subscription revenue. It’s an invaluable way to support writers, says the company’s co-founder Blake Eskin.

Miller Lite Gives You Friends with Benefits (Ad Week)
What’s the best way to make an ad more interesting? That’s easy — just add some interesting people to it.

The celebrity approach need not be over-the-top. It’s amazing what tone you can convey with a group of down to earth famous people. That’s the premise of ‘Miller Time’ — a simple equation of down to earth dudes who want to hang out and have fun.

Image courtesy of slgckgc/flickr