The days of conventional marketing
are history. With all the new digital trends, companies are delivering messages
to their customers through a whole new experience. A much more fun experience.
In events like the Super Bowl, many
users just sit in front of the TV to watch the well-expected commercials.
However, the customers are turning around to the Internet as their major source
of entertainment. Digital marketing is the new powerful tool to reach a
specific market niche. Companies and brands all over the world are aware of
this situation and they are taking action.
This is the case of Coca-Cola. Last
year, they made a creative digital marketing campaign to promote their new
online radio station called Coke FM. They chose a famous Colombian rock band called
“Don Tetto” to play a concert. It sounds like a regular marketing campaign so
far, right? However, there is a small difference. The stage was suspended 50 meters above the ground. To get the band down to the ground level, younger audience
had to download the band’s songs through the Coke FM mobile site. In just one hour, the website registered
50,000 downloads, 800% more interaction, and 337 % more visitors. After all
these statistics, there are some signs that the campaign worked.
Now more download concerts are
being planned for other cities in Latin America such as Quito, São Paulo, and Mexico
City. The Coca-Cola campaign was a
complete success. The band reached up to 50,000 fans with their music, the
concertgoers visited the Coke FM mobile site and Coca Cola generated a big buzz
with the 50 meters suspended stage.
This is just one of the examples on
how Coca-Cola is taking care of the new marketing trends and using them for
their benefit. Guido Rosales, CocaCola’s advertising director for the Latin American division says, "We
want to own the content. And we want to democratize the content on digital
mediums, whether tablet, laptop or smartphone." Coca-Cola is always
on the right track.
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