Well it seems that Coke finally likes the Mentos-Diet Coke geyser videos, now that they've developed a model to make money off them.
After first saying that they didn't approve of their customers enjoying their product, Coke has now switched gears and is embracing the geyser video movement. Of course by now no one gives a damned about the videos anymore, but that's beside the point.
The point is WHY does Coke suddenly now like the idea? Because they have found a way to monetize the videos, of course! Coke has created a new 'Poetry in Motion' contest and website which will let users upload crazy videos of them doing crazy things with all sorts of items.
Kevin Nalty says kudos "to Coke for demonstrating adaptive marketing. The best kind."
I say the BEST kind of adaptive marketing that Coke could engage in, is letting their customers take control of their brand, instead of trying to stop them until they can find a way to make money off them. As Virginia says "Is someone trying to hijack your marketing? Are you fighting back or sending them a thank you note?"