May 2015, Coke Zero launched a completely interactive campaign as part of it's sponsorship at the NCAA Mens Final Four competition. The idea was to use cool, new technology as a means of inducing consumers to try Coke Zero. In conjunction with their "drinkable billboard" the marketing strategy for Coke requires consumer interaction and offers of coupons, which is key in getting the consumer interested and engaged in the advertisement.
“By partnering with Shazam, that most millennial's are familiar with and have installed on their phones, we are able to use their sound recognition as a way to communicate how delicious a Coke Zero is and seamlessly deliver a coupon to try one.” said Danielle Henry, group director of integrated content marketing at Coca-Cola North America.
Doing something bold with The "Drinkable Billboard"
The gigantic 26-by-36 foot drinkable billboard which is the same height as two-and-a-half basketball hoops, spells out the tantalising words "Taste It." Coke have discovered a new and interesting way for brands to engage with their consumer with a massive drinkable billboard situated at White River State Park in Indianapolis, where the games of the NCAA Final Four of College Basketball are being held. Through the four and half thousand feet straw of Taste It, has Coke Zero flowing through it, the liquid travels from the bottom of the billboard to a sampling area for consumers with six fountains.
“This campaign is based on the simple insight that many people think they know the taste of Coke Zero, but they actually don't”, said Racquel Mason, Vice President, Coca-Cola North America. “Drinkable advertising is an innovative approach to removing barriers and making it ridiculously easy for those who are open to try Coke Zero to enjoy it in fun and unique ways.”
Unlock additional content with music app Shazam
During the broadcasting spots, Coke Zero used interactive TV ads which included audio recognition. The consumer was required to have the music identification app Shazam on their smart phone so that they may be able to unlock additional content.
The amazing ad allowed the consumer to watch as Coke Zero is poured from a bottle on TV to a glass on their mobile, which then requires the consumer to catch the ad's sound with their Shazam app. When the glass was full it unlocked a mobile coupon to redeem a free 20oz bottle of Coke Zero at participating retailers. The same technology which was being used in the drinkable commercials, has also been used inside the stadiums offering thousands of sport enthusiasts the opportunity to win a free coupon via their mobile devices.
The giveaway in this marketing strategy was a risky one, which Coke was relying on enticing die-hard sports fan to whip out their smartphones whilst watching the game. This has shown great incentive moving forward for marketers in general to use the Shazam app or similar technology in the future for brands willing to try something new and bold as part of their core brand strategy.
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A fun & interactive smartphone game to entice the sense's
Attendees at semi-final and national championship games at Lucas Oil Stadium were also able to compete using their smart phones, in a virtual race to drink a bottle of Coke by simply blowing into the microphones of their phone. Winners were then able to quench their thirst by receiving a real soda as part of their efforts. Thousands of spectators were able to simultaneously participate in this smartphone giveaway by just being in attendance and using their phones.
A 15% conversion rate for this powerful campaign
It appears Coke Zero have made a light and interchangeable campaign which hoped to address the insight that many consumers
thought they knew the beverage’s taste but actually did not. For Coke to achieve their goal they had to provide the delicious zero-calorie drink at as many avenues as possible...in which to Taste It.
The drinkable TV ads seemed to have been a success for both brands, it prompted traffic to CokeZero.com, where users were instructed how to use the Shazam app and receive coupons. Shazam told Coke that it registered 166,000 hits from three Final Four TV spots, with 24,000 coupons redeemed, a 15 percent conversion rate. Coke said it considers 3 percent to be standard.
This campaign saw the brand identity of Coke assert themselves through sound, and it worked! This was achieved by a well-balanced campaign which saw a specific targeted audience be exposed to media, social, digital, TV and interaction. And don't take our word for it, Cannes Lions awarded the groundbreaking ad with the highly coveted award!! Well done for this first of a kind campaign which quenched the thirst of fans!
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