52 THE POWER OF VISUAL STORYTELLING An example of how Coca-Cola is embracing its custom- ers as storytellers can be found in its #BestSummerMoment According to BuzzFeed, every campaign. Hosted on a microsite and the company’s minute 208,300 photos are social media channels including Facebook, Twitter, and posted to Facebook, 27,800 Instagram, Coca-Cola encouraged its customers to share photos are shared on Instagram, their unforgettable summer moments. Coca-Cola cele- 510,000 photos are liked on brated its fans by sharing some of the best photos across Instagram, and 100 hours of its microsite and social media channels, plus offering some video are being uploaded to lucky participants a special reward to open even more 17 summer moments. During the #BestSummerMoment YouTube. campaign, the company sourced incredible photos to use on its social media channels, including a collage of newly- weds enjoying Coca-Cola on their honeymoon and many more. Many of the photos submitted were highly shareable, and they told a unique and emotional story that was a positive reflection of the Coca- Cola brand. Live in the Moment There’s a massive amount of visual and video content for consumers to sort through. There’s also a lot of opportunity for real-time interaction and engagement. Think back to the Introduction to Ekaterina’s example with Benefit: the company quickly tweeted her an image of a compliment to put a smile on her face during the tough day. Developing a robust image and video library filled with content to share in real time offers companies a strong opportunity to add value in the moment. The challenges and opportunities, which will be discussed in depth in Chapter 4, are how to anticipate the types of content you’ll need. In addition to daily consumer engagement, living in the moment also extends to current events. From the news of the day, to traditional and wacky holidays, or a meme that just went viral, there’s no shortage of top- ics to pull from. The key is to stay aligned with your company’s values and to play to your strengths. Oh, and you never, ever, want to look like you’re marketing to a tragic event. For example, as the eyes of the world