Brands can’t ignore Tumblr as a platform, and Coca-Cola was no exception. Back in 2012, Coca-Cola launched a Tumblr blog to share happy content with teen bloggers- with a single post getting 20,000 likes and reblogs within just six hours.
The ‘tumblog’, called Happiness Is posts ‘vintage’ Coca-Cola adverts along with other images curated to .deliver happiness. to visitors of the site.
Throughout 2012, Coca-Cola integrated additional content that will appeal to teens with themes like music, pop culture and sports.
For example, as a sponsor of the 2012 Olympic Summer Games, Coca-Cola featured exclusive images and videos surrounding events and athletes.
Tumblr’s editorial staff selected one of Coke’s posts (“The never-ending pour”) to feature in its Radar and on Tumblr’s front page. Although Tumblr is opening up Radar to advertisers for paid opportunities to get its content featured, Coca-Cola is not calling Tuesday’s feature an ad.
The post was featured on Tumblr’s homepage for approximately five to six hours Tuesday night and received over 20,000 notes (likes and reblogs) during that time.
According to comScore, 50 percent of Tumblr’s visitor base is under the age of 25. Teenagers age 12-17 are about twice as likely as the average Internet user to visit Tumblr, while 18-24 year olds are nearly 2.5 time as likely. So Coke’s hit the nail on the head here.