SoLoMo Case Study : Coca-ColaMBA 2BAurore BrunaAlexis SananikoneChristopher Shadman
Presentation of the Coca-Cola’s SoLoMo Game-Launched in Sydney (Australia) in September 2012-Aim of the game:.The location of a vending machine was posted on « The CokeMachine Fairy »’s Foursquare..The first person to find the vending machine and buy a can willreceive a special price (300$ voucher, flight ticket, helicopterride,...). The Coke Machine Fairy
SO LO MO• SO (Social) : It’s a game in which everyone can participate if they have the Foursquare application.• LO (Local) : Geolocalisation of your location and of the vending machine.• MO (Mobile) : Foursquare application.
Success• Famous brand• Big city (Sydney)• Original concept• Attractive prices
Success factors• Choice of the city• Choice of the target• Brands with different points of sale• Generate buzz / traffic• Attractive Prices
Which Industries?• Create community / Buzz in order to increase sells-Food industry (McDonald’s)-Textile industry (La Redoute)-Automobile industry (Mini)
How can success be defined?• Participation: The number of people participating to this game. Enlarge the brand community. Gathering people = Create buzz• Revenue: Money won during a short period of time (SoLoMo’s period)• PR: New type of marketing campaign
Can the concept be applied to the hospitality industry? YES• Be part of an international hotel chain• Be aware of new trends and social media• Have the required skills and knowledges to create an effective SoLoMo campaign• Respect guests’ privacy