Facebook;
Coke has 4,003,331 Fans

Pepsi has 262,965 fans, it's other lead brand Mountain Dew has 613,747 - so close to 1M all in.

Starbucks 5,102,881.

Twitter;
Coke has 12,173 followers.

Pepsi has multiple Twitter personas, but brand Pepsi has 17,075 and Mountain Dew 18,588.

Starbucks 530,363.

Coke's "Expedition 206" plays out very much like an old episode of MTV Road Rules. Coke is fishing in the right place, but is using the wrong bait as the execution shouts and doesn't listen or promote conversation.

Coke Zero's facial profiler app for Facebook has 23,350 monthly users. The tool allows user to find the other people in the world who have the same face - http://www.facebook.com/apps/application.php?id=88852343963 .
If it builds enough critical mass it could add value on Facebook that is distinct, own-able and builds a sizable following.

What's missing in this report for the future of Coke and really all marketing is mobile.

Mobile changes the game and Coke can use it to elevate its leadership role in all the key pillars it has identified as key growth engines of the future including local relevance, social, digital, multicultural, retail and even overarching big brand TV.

Soon the shelves will be alive with the sites and sounds of Coke as mobile will enable complete customer engagement at retail.

For 2010 and beyond mobile with GPS and Bluetooth proximity opt-ins, augmented overlays on digital video, snap tag technologies, Google, Facebook, Twitter, video programming, digital coupons and comparison shopping all in hand, will become the #1 way customers engage with the web and make purchase decisions.

Some reports right now show smart phones in the US approaching 30% penetration. When the number reaches 34%, smart phones will outnumber computers. It is anticipated, by mid next year, smart phone penetration will be between 40-50% in the US and growing exponentially worldwide. Additionally, smart phone penetration is higher with multiculutral groups in the US and for many places in the world smart phones are used in lieu of computers.

Coke and Pepsi, are you listening?

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Smart phones make augmented reality an important and dynamic marketing tool that will grow substantially over the next few years.

Smart phone penetration by the way, is no longer "small" as this article states.

For the US, current smart phone penetration is well over 20% of all cell phones. Additionally, 40% of all non-smart phone users have intent to purchase one by June of 2010. That will easily push the numbers up over 50% in 2010.

All the more, cell phones in general outnumber computers 3 to 1. So somewhere before June of 2010, smart phones will outnumber computers.

Anyone that says, "there's not really much there to sustain any real engagement" for Augmented Reality hasn't a clue about how it can be applied, particularly with mobile.

Snap tags through retail stores on product labels and POS will enable video demonstrations to come to life, help shoppers answer the most challenging questions, compare products, suggest additional items and tips and more. All will take place through the smart phone overlaid with real time proximity, behavioral and actual time of day variables.

This work is already under way. That's why every marketer needs a mobile marketing strategy. We cover this and many more marketing trends changing the marketing landscape in our XL Marketing Trends reports available free on our web site under Insights.

Here a few good demonstrations of Augmented Reality -
http://www.youtube.com/watch?v=LGwHQwgBzSI

http://www.youtube.com/watch?v=HYznneCujjo

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 For Mickey Mouse's upcoming 81st birthday, Disney is giving up a new 21st century look. Our CMO shares his thoughts:

Audience -
Millenials and Gen Z would be the audience.

Essence -
Smart, self-effacing, stylish, peer driven, wired and connected, mashed up - timeless Old School Steamboat Willie in techni-color with a touch of environmental green and a good scoop of Michael Phelps.

Name/Handle -
Change nick name to Mic or Michael and drop the Mouse in everyday conversation. Just use it in formal address.

In The Know -
Tight fitting, ever changing t-shirts that speak in code - short messages with double meanings.

Healthy -
Do push-ups and leg lift crunches to tone the pecs, triceps and abs.

Wired, Connected, Listens and Responds -
Non-descript smart phone with big screen always in hand or back right pocket. Complete with small head set (at least one earbud in ear at all times) to multi-task - listen to music, watch video, talk to friends and toon out. This is the epicenter for cross merchandising and promotional opportunities.

Prepared for action and business -
Gold shoes morph into tan, slighted muted leather work books with matching work gloves. Deflate gloves and consider fingerless for more versatility to text, game, sign language, lift weights and get busy. Cut gloves tight to free up wrist for additional gaming flexibility and to make room for a mixed assortment of rubber and weaved wrist bands.

Jeans and Assets -
Turn in the mom/Barack-fit pants with big buttons, for low rise, tight fit, tail hanging just over the top in back jeans. Make sure pockets have tears and shreds and the fabric weave has odd patterns that shimmer and change hues in the light. Must look faded and worn.

Black Lycra underwear band hanging low, but just above low rise pants. Note, t-shirt hangs just above underwear band to accentuate it.

Green fabric double buckle military belt with metal fittings.

Hat -
Black with Big iconic mouse head black logo with silver outline on the side. Wear it on one ear turned off center, because nobody else can do that.

Hoodie -
For blustery days - Black and gray stripe hoodie with oversized grey shoe strings in the hood. Big double pockets and zipper down the front that's always open to keep underwear in view. Mouse logo small on chest and just below hood/collar on back.

Backpack –
Black acrylic with grey and silver accents and elastic pull tight, bungee cord weave in front. 6 zippered compartments provide space for every need including padded laptop holder in back. Small mouse logo at the bottom front of the bag. Adjustable padded straps include pocket to hold smart phone. Bag always worn on one shoulder only – never two.

Sideburns -
Restyle sides to be bigger, more blunt shape, less point.

Eyebrows -
Thicken up and move down - but still keep manicured.

Get some choppers -
Nice and natural - not the overdone Hollywooders.

Scruffy whiskers –
Scruff a little, not too much like your trying to scruff.

Tattoos -
Back of neck and ankle. Cool and small. Change out often with secret game cheat codes.

Ear Ring -
Optional. Single diamond stud if absolutely necessary.

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The November issue of New Nutrition Business includes some interesting case studies about new products and brand re-positioning. The publication reached out to Moosylvania’s CMO Rodney Mason to discuss how Gen Y consumers relate to brands and how companies are repositioning themselves to connect with this valuable consumer group (see page 22).

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