Hesitant to just step into what it considered an unsure situation when the Diet Coke-Mentos clips went viral, Coke (KO)has now seen the light and have partnered the original creators of the clip, Fritz Grobe and Stephen Voltz. The two now run viral video production studio EepyBird.com.
With the hiring of Grobe and Voltz, Coca-Cola has developed a campaign called the "Coca-Cola Challenge," which solicits consumers to submit videos to the company.
A secondary name given to the challenge is "Poetry in Motion," which specifically asks consumers of Coke to use everyday household items to create unique and entertaining videos.
Concerning the campaign, Pete Blackshaw, chief marketing officer for Nielsen//BuzzMetrics said, "There's going to be some models where 
One of the great benefits of doing this type of thing for any online marketer is that any clip created can either be used as a trial to see what works, and if it does work, simply to let run and do the intended job it was created for. It can be done without having to hire an agency to create the clip professionally.
To see Coke partner with an independent video company like EepyBird.com has to be a concern for the professional agencies who have also been slow to adapt to the current online climate.
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