Tumblr trolls hijack Coca-Cola's #GIFTheFeeling campaign

It's always a risky move when brands hand the reigns over to customers on social, and Coca-Cola's #GIFTheFeeling campaign is the latest stunt to fall foul of the pitfalls of personilsation.

Coke released a well-intended GIF maker last night in order to promote its new 'Taste the Feeling' strapline.

Supported by a website, the tool provided fans with a series of templates and invited them to overlay "a feeling" on top of the images. Tumblr and Twitter users quickly took the opportunity to pay tribute to the corporation with some 'taglines' of their own; probably not the response Coca-Cola was hoping for from millennials...

Scroll down to see some of the creations.

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Rebecca Stewart

Rebecca Stewart is a reporter at The Drum with a remit to cover the latest developments in social media marketing and wider industry news. Based in Glasgow, she has interviewed key figures from brands like Airbnb, Amnesty International, Facebook and Spotify. She has covered international events in Berlin and Amsterdam, as well as Advertising Week Europe.

All by Rebecca