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Coca Cola Mobile Marketing

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Übersicht zu den mobilen Aktivitäten der Coca Cola GbmH, zu den Bestandteilen der Strategie und verschiedenen Maßnahmen.

Übersicht zu den mobilen Aktivitäten der Coca Cola GbmH, zu den Bestandteilen der Strategie und verschiedenen Maßnahmen.

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  • 1. Chancen und Herausforderungen im Mobile Marketing Robin Karakash Marketing Communications Senior Media & Interactive Marketing Manager, Coca-Cola GmbH München, 22. Januar 2009 22.Januar 2009 Vision Awareness > Consideration > Purchase > Loyalty Das alles durch ein mobiles Gerät
  • 2. Within Arm’s Reach Of Desire
  • 3. Strategischer Filter Reichweite & Größe Marken-und Kampagnenfit Zielgruppenfit & Relevanz Integrierbar Messbar Interaktivierung / Leichter Einstieg
  • 4. Bluetooth Poster Interaktivierung OOH Interaktivierung
  • 5. STROER! Coke Xmas Interaktivierung
  • 6. Integriert aktivieren Interaktive und integriert /Fanta
  • 7. Handelspromotion Fanta Handy'loha Mio. aktivierte Flaschen 55 verschiedene Mobile Specials 6.000 aktivierte Outlets PR Integration in BRAVO, TV: Promotion Tag-On Bravo Girl & Bravo.de 18/1 OOH Poster Online Verlosung Eindeutige Mehrwerte schaffen
  • 8. „Mobile“ EINLADUNG in eine interaktive Welt Classified - Internal use Fanta WAP-Portal Content Experience Gewinnspiel Produktwelt Download Zone
  • 9. XMAS Content Since 2003 Coca-Cola activated mobile in a great variety Fanta/ Flaschenpost CokeFridge CokeFridge Engagement/ goes mobile: WAP 2.0 Coke Activation: Handy’loha: Christmas Coke CokeFridge Activation Fanta/Sprite Application 2003 2004-05 2007 2006 2008
  • 10. Aufwand MROI und Kosten Kunden Standards Guidelines Relevanz (Pull vs. Push) Mehrwerte schaffen Think in Content & Think Integrated Execute with Consumers in Mind Measure Reapply
  • 11. Robin Karakash Marketing Communications Senior Media & Interactive Marketing Manager, Coca-Cola GmbH rkarakash@eur.ko.com 22.Januar 2009

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