The Digital Marketing Campaigns of Coca Cola

17
Feb

The Digital Marketing Campaigns of Coca Cola

Anil Kumar T Coca cola is one of the most branded and reputed company in the world. Spread around the globe in almost every city it has beaten most of the leading companies in soft drink business. With the global invasion of digitalization coca cola had always kept itself updated in every aspect of digital marketing. This article consists of the 5 most notable digital marketing campaigns done by coca cola. 1.     The Coca cola happiness machine  Coca cola had kept a vending machine in a college campus. The idea was to surprise the student in the college with innumerable coke bottles, pizza, huge sandwich, flowers etc. this campaign had low investment but the video of this campaign in YouTube went viral. This campaign continued in Singapore where the vending machine had to be hugged to get a free coca cola drink. In Belgium the coca cola vending machine was dance activated. 2.     The London coca cola campaign (2012) This campaign was made during the Olympics and focused on the teens on how the world comes together during such events. The campaign was called “Move to the beat”.  Mark Ronson, London based producer and Katie b, singer hosted andigital marketing story, internet marketing campaign, online marketing case studyd sang in this event.  This campaign was very successful as there were 25 million video views on you tube and 1200 people subscribed to the coca cola channel. Coca cola had got 242 million social web impressions in which 39 million where on Facebook and 546,000 on you tube and beat TV. The fan following on Facebook for coca cola was increased by 1.5 million and 21,000 on twitter. 3.     Super bowl (2012) In the coca cola super bowl campaign the two polar bears reacted to the super bowl game, the viewers interacted with the bears who where supporting different teams. This campaign was active on Facebook and twitter. People posted questions on Facebook and photos on twitter and the bears answered to them by smart phone to tweet or tablet to display images. >600,000 people watched the live stream. A total of 9 million consumers viewed the campaign on different platforms. 4.     The Coke zone Coke zone was launched in 2008 it raised awareness about this campaign with TV and billboard ads. On the packaging of the bottle there were codes to be scanned which lead to a rewards website where points can be redeemed for later purchases like movie rentals, branded item or competitions.  The result of this campaign was awesome. The email newsletters received above industry open nearly 29% and click through rate of 6%. Increase in unique monthly visitor number on their brand website. 5.     The share a coke campaign This campaign was started in 2011; it is one of the most productive campaigns.  In this campaign people can personalize their coke bottles through a Facebook app. In some countries the labeling has been changed so that different bottles can have different names on them. This campaign received 18 million media impressions. The traffic on Facebook coca cola brand site increased up to 870% and the page likes grew 39%.
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