Coke’s Experiential Experiment

Experience Economy Evangelist points to a Business Week article that profile’s Coca-Cola Co’s new hang-out called Coke Red Lounge. It’s an environment where consumers can experience music, movies, videos and all things Coke.

Interesting stat in the article is that due to media fragmentation and the proliferation of DVR’s (like TiVo), “megamarketers [like Coke] can now hit no better than 15% of the population with an ad in prime time — far less than the 40% reached as recently as the mid-1980s.”