I have said it before

so will say it again.  Coca-cola are leaders in social marketing.  This case study shows a very smart way of linking facebook fans to real world experiences.  Using RFID codes to generate likes and content back to the fan page.  http://www.youtube.com/watch?v=xUv0GU5rfHg

Coca-cola setting standards in social

Coke have long been a brand to watch in social from their smart thinking around the take over of the Facebook fan page to their recent activity around the World Cup.  They were one of the first brands to test out the new Twitter ad model in trending topics and have been reported to have grown their social following by 630,000 with their longest celebration activity: http://celebrations.coca-cola.com/youtube.  The twitter activity was reported just in just 24 hours to get 86 million impressions and engagement rate of 6%. These numbers are clearly very impressive to get that level of engagement at that voloume, time will tell if this is just novelty factor.  From the outside Coke appear to have a strong focus on social and are embedding social thinking in their marketing stragies and are not just employing its tactics.