Marketing Currents - Business and Marketing Current Events

Coke’s Attempt To Engage With Gamers Flames Out On YouTube


In online gaming parlance, Coke’s new advertising effort to engage with the gaming community is getting “smoked”—and that’s an extreme understatement.

As of today, a YouTube video accompanying the beverage giant’s new Real Magic “global brand philosophy and platform” had earned a whopping 56,000 dislikes to 3,900 likes.

Click here to read the story at

Discussion Questions:

  1. What is market segmentation?
  2. What type of segmentation might be represented when a brand builds an advertising campaign specifically to reach gamers?
  3. Why do you think Coke might be interested in targeting the gaming community?
  4. What is engagement?
  5. Why might Coke want to engage gamers?
  6. Based on information from this story, describe Coke’s advertising strategy for reaching gamers.
  7. According to this story, how successful was that effort?
  8. Why do you think this was the result?
  9. If you were a marketing professional working for Coke, what would you have advised that they do differently as part of their effort to reach gamers?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.