Coca-Cola dips toes into reality TV with first ever ‘digital docuseries’

Coca-Cola is dipping its toes into the world of reality TV by launching its first-ever “digital docuseries” in an attempt to expand its reach toward Generation Z.


The Coca-Cola Co. (NYSE: KO) has plans to release four 10-minute episodes for a digital docuseries titled “One Last Summer,” which follows a group of friends in Plainfield, Illinois, as they share their last few months together before heading off to college. Coke plays a prominent role in the teen’s hangouts and adventures.

The first two episodes were released on the company’s YouTube channel on July 3 and promoted on its website Tuesday. As of Thursday afternoon, the first episode had more than 30,000 views, and the second about 6,300.

The videos are a “digital amplification” of the Atlanta-based beverage giant’s “Share a Coke” summer campaign. It was spearheaded by the company’s North American Social Center, a 2.5-year-old team of 60-70 people that manage the social media, content creation and media buying for 10 brands.

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