Coca-Cola Music Promotion 2007
Touchlink Mobile successfully cooperated in the 3rd project in a row with the leading digital agency Upstream to mobilize Coca-Cola.
Situation
The Coca-Cola company assigned to Upstream , an European digital marketing agency, its yearly on-pack SMS promotion which was held in Greece, May-July, 2007. Coca-Cola Promotion 2007 was built around music, a key passion point for the brand’s consumers. Mobile and WAP were deemed to be ideal vehicles for bringing the interactive experience close to thousands of Coca-Cola consumers.
Solutions
To participate in the promotion the users had to send the unique code found on Coca-Cola packs via SMS to a dedicated short code. The idea was that participants began their music journey as music amateurs with the final goal of becoming “stars”. Throughout “Coca-Cola Music Promotion 2007” all participants could download branded mobile and web music-related content that included Java games, Realtones, Ringtones, Screensavers. The Stylish Soundwave Karaoke application and Music Toolkit were exclusively created by Touchlink Mobile for Upstream goals. The applications made the journey of customers energetic and unforgettable and kept them tuned to the latest Music trends of 2007.
Results
The use of the “music journey” approach, coupled with Upstream’s personalization methodology and innovative mobile content produced a fully engaging customer experience. The “Coca-Cola Music Promotion 2007” achieved an impressively high average participation rate per consumer that was about three times the European market average.
For more information
Contact the Sales Department at sales@touchlink-mobile.com
Touchlink Mobile successfully cooperated in the 3rd project in a row with the leading digital agency Upstream to mobilize Coca-Cola.
Situation
The Coca-Cola company assigned to Upstream , an European digital marketing agency, its yearly on-pack SMS promotion which was held in Greece, May-July, 2007. Coca-Cola Promotion 2007 was built around music, a key passion point for the brand’s consumers. Mobile and WAP were deemed to be ideal vehicles for bringing the interactive experience close to thousands of Coca-Cola consumers.
- The campaign followed the objectives:
- Increase the frequency of sales by engaging participants in an interactive mobile journey
- Build on brand equity on the music point
- Converse with thousands of people on a one-to-one basis by addressing an area of their interest and gather data on their tastes and preferences
Solutions
To participate in the promotion the users had to send the unique code found on Coca-Cola packs via SMS to a dedicated short code. The idea was that participants began their music journey as music amateurs with the final goal of becoming “stars”. Throughout “Coca-Cola Music Promotion 2007” all participants could download branded mobile and web music-related content that included Java games, Realtones, Ringtones, Screensavers. The Stylish Soundwave Karaoke application and Music Toolkit were exclusively created by Touchlink Mobile for Upstream goals. The applications made the journey of customers energetic and unforgettable and kept them tuned to the latest Music trends of 2007.
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Results
The use of the “music journey” approach, coupled with Upstream’s personalization methodology and innovative mobile content produced a fully engaging customer experience. The “Coca-Cola Music Promotion 2007” achieved an impressively high average participation rate per consumer that was about three times the European market average.
For more information
Contact the Sales Department at sales@touchlink-mobile.com
