This is a video that's zipping around the internet and secured its creators a spot on NPR's "All Things Considered." In short, two guys, Stephen Voltz and Fritz Grobe, created an absolutely hilarious homage to the Bellagio fountains using $500 worth of Diet Coke and Mentos (the soda explodes when you drop the mints into it) and choreographed to music by one of their friends.
It took just a couple of days for the video to get Slashdotted. Then a web hosting company offered its spare bandwidth in exchange for the right to tack an ad at the end of the video. Then ATC came calling, and now there are plans for the two creators to appear on TV.
None of this was sponsored by Coke or Perfetti Van Melle USA (makers of Mentos)-- but you can't pay for this kind of publicity: you just have to recognize it, and then leverage it. And it looks like that's what Mentos plans to do; they recently reached out to Voltz.
-- Fawn Fitter, contributor, iMedia
Coke has some websites and programs that encourage/facilitate consumer interaction with the brand. We're looking to do more of it; people have fun when they have some control. As far as things from the grassroots level, where we have no involvement, ... the creativity of folks online never ceases to amaze us. We're aware of this video, we think it's fun, and we have only one suggestion-- drinking Diet Coke is fun.
We think people are enjoying this video because it's underground-- we have no marketing plans for it. We're just sitting and watching it with everyone else.
-- Susan McDermott, director, communications, Coca-Cola North America