Coke Open Happiness
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Coke launched Coke Open Happiness Season 2 to provide content to consumers anytime for happy occasions through their mobile phones. The campaign allowed users to access free internet and download Coke content like videos and wallpapers when visiting locations partnered with Buzz. Over 12 million users engaged with the campaign, each viewing an average of 7 pieces of content. Integration with social media increased brand awareness. The campaign successfully connected Coke, locations, and consumers in an innovative way and demonstrated how brands can leverage mobile entertainment.
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Coke Open Happiness
Coca Cola launched Coke Open Happiness Season 2 to provide music, sports, and entertainment content to consumers for free at malls and recreation areas on their mobile phones. The campaign allowed users to download wallpapers, videos, and music from Coke Studio Season 1 and sporting events. Over 10 million people engaged with the content, with each user interacting with an average of 7 pieces. The integration of social media increased brand awareness and the number of people experiencing the content on mobile exceeded other media. The campaign demonstrated how brands can leverage mobile entertainment to connect with consumers.
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Coke Open Happiness
Coca Cola launched Coke Open Happiness Season 2 to provide music, sports, and entertainment content to consumers for free at malls and recreation areas on their mobile phones. The campaign allowed users to download wallpapers, videos, and music from Coke Studio Season 1 and sporting events. Over 10 million people engaged with the content, with each user interacting with an average of 7 pieces. The integration of social media increased brand awareness and the number of people experiencing the content on mobile exceeded other media. The campaign demonstrated how brands can leverage mobile entertainment to connect with consumers.
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Coca cola you tube case study
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The document proposes an online strategy for Coca-Cola to improve its online presence and forge closer relationships with consumers. It outlines Coca-Cola's goals, challenges, and current social media presence. Coca-Cola has a large presence on Facebook, Twitter, and YouTube with millions of fans and video views. The strategy focuses on locating consumers, empowering them to engage with the brand, constantly creating compelling content, and monitoring conversations to strengthen emotional connections to the brand.
SHARE A COKE
The "Share A Coke" marketing campaign was successful in boosting Coca Cola's sales in the US for the first time in over ten years. The campaign allowed customers to personalize Coke bottles with their name, increasing customer satisfaction and loyalty. It empowered customers by letting them participate in the company's marketing strategy through social media. The campaign addressed Coca Cola's need to solve declining sales through a new approach and engaged customers globally on social platforms.
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- discover the surprise on Coca-Cola Christmas bottles,
- explore the branded bus stations in the city,
- find Santa’s message behind Coca-Cola sign in the malls and youth-active places.
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Coca Cola's marketing research failed to adequately assess consumer perception and attachment to the original Coke brand. Taste tests and surveys overlooked packaging and emotional connections. Focus groups suggested dissatisfaction would be widespread, but surveys claiming otherwise were trusted instead of reconciling the conflicting findings. By not considering regional differences and the disproportionate influence of heavy consumers, Coca Cola misunderstood consumer opinions and replaced the original Coke, sparking intense backlash. This case demonstrates the importance of comprehensive market research before major product changes.
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Classic failure coke
Coca-Cola launched "New Coke" in 1985 to replace the original formula in response to losing market share to Pepsi. Extensive consumer tests showed people preferred the taste of New Coke over the original and Pepsi. However, Coca-Cola severely underestimated the emotional attachment and brand loyalty consumers had to the original. There was significant public backlash and calls to bring back the original. Coca-Cola was forced to acknowledge its mistake and re-launch the original formula as "Coca-Cola Classic". The failure of New Coke showed that branding and emotional connections are as important as product taste when it comes to marketing.
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The campaign was bolstered by customized VIP kits, consumer-generated original online content, a satellite media tour with Danica Patrick from the Coke Zero 400, the campaign’s eCommerce site, and a Twitter emoticon.
New Coke: A Classic Brand Failure
Coca Cola launched New Coke in 1985 to compete with Pepsi, but it failed within 79 days as existing customers did not like the new taste and switched to other brands. Coca Cola's market share declined rapidly. The company then realized their mistake and re-launched the original Coca Cola formula as "Coca Cola Classic". Coca Cola learned that marketing involves more than just the product and that thorough market research is needed before making changes.
Augmented Reality & Location Based Case Studies
The document provides examples of case studies using augmented reality and mobile apps to engage audiences. Some key examples include:
- A print ad for Kit Kat that came to life using augmented reality, with over 144,000 scans and users spending an average of 61 seconds interacting.
- A Samsung ad that allowed users to virtually try accessories like a smartwatch by capturing the print ad.
- An ad for Fireguard fire protection that used augmented reality to show a selfie protected from fire, engaging hundreds.
- Events and mobile apps created by brands like Coke Studio, Louis Philippe and Star TV to engage audiences through proximity marketing and content on mobile.
Launch of New coke
This case study examines Coca-Cola's launch of New Coke in 1985. Due to declining market share against Pepsi in the 1970s and 1980s, Coca-Cola reformulated its 99-year old formula. Market research showed dissatisfaction with the new formula, but it was launched as New Coke anyway. New Coke was heavily promoted but failed to meet consumer expectations, tasting too similar to Pepsi. It was perceived as a "me-too" product and replaced by Coca-Cola Classic in July 1985. The rapid failure of New Coke and success of the return to Coca-Cola Classic has led some to believe the launch was deliberately engineered to boost sales of the original formula.
FAILURES OF MARKET RESEARCH OF NEW COKE
Coke conducted extensive market research in the 1970s that found consumers preferred the taste of Pepsi in blind taste tests. In response, Coke reformulated their formula in 1985 but it was met with public backlash. The research failed to ask whether consumers would accept losing the original Coke formula. Focus groups had warned that social interactions could influence opinions but this was overlooked. Coke re-introduced the original formula as "Coca-Cola Classic" in response to consumer demand. The key lesson is that market research needs to consider how social influences may impact product acceptance.
business research management presentation
Nipun Nikunj presented to Prof. Vipin Khurana on the launch of new Coke. The presentation provided background on Coca-Cola's founding and history of competition with Pepsi. It described how Coca-Cola's market share declined in the 1980s, leading to the development of New Coke. Market research with 200,000 participants was conducted over 2 years and $4 million, but failed to understand customers' emotional attachment to the original formula. The launch of New Coke was perceived as a "me-too" product and worse than classic Coke, leading to customer complaints. The presentation examined what went wrong with New Coke and lessons learned.
Share a Coke Campaign Slideshare
The Coca-Cola Share a Coke campaign began in 2013, replacing the company's logo with names to personalize bottles and encourage sharing. The idea originated from Coke's Sydney marketing team in 2011. The campaign has been hugely successful, with over 150 million personalized bottles sold globally and 730,000 customized through an e-commerce store. It has expanded to over 70 countries and included thousands of names on bottles in 2014.
New Coke Perception
Coca-Cola introduced a new formula called "New Coke" in 1985 in an attempt to gain market share from its rival Pepsi. However, this caused a major backlash from existing customers who were loyal to the original Coca-Cola formula. Within 79 days, Coca-Cola's market share had significantly declined. Customers switched to other brands like Pepsi, allowing Coca-Cola's rivals to gain ground. Coca-Cola realized its mistake and re-launched the original Coca-Cola formula under the name "Coca-Cola Classic." The document analyzes the reasons for introducing New Coke, the effects of this decision, and lessons learned about understanding customer emotions and loyalty before making major product
Kellogg's Optivita: Case Study
Adding national newspapers doubled brand familiarity and claimed trial for Kellogg's Optivita compared with TV solus.
Coke zero digital campaign
Coca-Cola Zero, or Coke Zero, is a no-calorie variation of Coca-Cola marketed specifically to health-conscious men. It has the same taste as regular Coke but contains no sugar. Coke Zero uses digital marketing campaigns including videos on YouTube, promotions on Facebook and Twitter, mobile apps, and "drinkable" ads that allow viewers to redeem coupons for Coke Zero through their smartphones. The document provides details on Coke Zero and examples of its digital marketing strategies like the "Drinkable Commercial" during the NCAA basketball tournament.
Social Media and Business - Coca Cola
Coca-Cola has been using social media successfully for over a decade. They have official presences on Facebook, Twitter, YouTube, Flickr and other platforms. On Facebook, they have over 24 million likes and use their page to engage fans through contests and by sharing promotional content. Their Twitter also has hundreds of thousands of followers and they tweet daily. Videos are a major part of their YouTube and Facebook strategies. Overall, Coca-Cola takes an interactive approach across platforms to promote their brand and products while building connections with customers.
Coca-Cola Magic Augmented Reality
The Coca-Cola Magic app is powered by Augmented Reality technology, that allows the user to experience the magic with Coke. Through the specially selected markers, the app allows the users to have three experience options:
- discover the surprise on Coca-Cola Christmas bottles,
- explore the branded bus stations in the city,
- find Santa’s message behind Coca-Cola sign in the malls and youth-active places.
The failure of new coke 1985
Coca Cola's marketing research failed to adequately assess consumer perception and attachment to the original Coke brand. Taste tests and surveys overlooked packaging and emotional connections. Focus groups suggested dissatisfaction would be widespread, but surveys claiming otherwise were trusted instead of reconciling the conflicting findings. By not considering regional differences and the disproportionate influence of heavy consumers, Coca Cola misunderstood consumer opinions and replaced the original Coke, sparking intense backlash. This case demonstrates the importance of comprehensive market research before major product changes.
Case study analysis, new coke by coca cola biggest marketing blunder ever
Coca-Cola launched "New Coke" in the 1980s after extensive consumer research and testing, believing it would better meet consumer preferences. However, New Coke was met with significant backlash from loyal Coca-Cola drinkers. The document recommends that innovative companies experiment carefully with consumer feedback, as resistance to change can be strong when brands are deeply ingrained in culture. It also warns against overreliance on surveys and tests, as these may not truly capture consumer satisfaction. Above all, companies should avoid actions that could damage or alienate their loyal customer bases.
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Planning season is soon (already!) upon us. And social media should be an integrated part of all brand work for the next 12 months. 4 important areas to consider when looking ahead for the next year.
Digital strategy for coca cola
The document outlines Coca-Cola's digital strategy which includes creating an art contest on YouTube where entrants make art using Coke products, with a $25,000 prize for the winner chosen by public vote. The goals are to increase product sales, brand loyalty, and engagement among their target audience of American males and females aged 15-20. Social media is important for cheap advertising and high consumer involvement. The proposed budget is $10 million to promote the contest and prize while achieving the strategic points of exciting young people and increasing involvement, awareness and loyalty to the Coke brand.
Classic failure coke
Coca-Cola launched "New Coke" in 1985 to replace the original formula in response to losing market share to Pepsi. Extensive consumer tests showed people preferred the taste of New Coke over the original and Pepsi. However, Coca-Cola severely underestimated the emotional attachment and brand loyalty consumers had to the original. There was significant public backlash and calls to bring back the original. Coca-Cola was forced to acknowledge its mistake and re-launch the original formula as "Coca-Cola Classic". The failure of New Coke showed that branding and emotional connections are as important as product taste when it comes to marketing.
Marketing failure # 1 - New coke (Coca Cola)
Marketing failures tells us how even the most brilliant marketers commit mistakes which can turn into major failures for brands. The first deck on marketing failures describes what is sometimes known as the "Biggest Marketing Blunder of All Times". Hard to believe that it comes from one of the best marketers of current time, Coca-Cola. How the introduction of New Coke after abandoning its century-old beverage backfired and what led to that decision are some of the points dicussed.
Coca cola The social Media GuarD By manpreet Singh Digital
Coca-Cola launched a social media campaign called "The Social Media GuarD" to encourage people to limit their social media use and focus more on real life interactions. The campaign video featured people wearing funnels over their heads to block phone screens, representing guarding against excessive social media. It received over 2 million YouTube views in its first week and generated significant engagement and discussion online. The lighthearted campaign was effective at connecting Coca-Cola's message of optimism to reducing social media dependence.
digital marketing of coca cola adidas and american tourister
This document provides an analysis of the digital marketing strategies of Coca Cola, Adidas, and American Tourister. It begins with an acknowledgement and table of contents, then discusses each brand's social media presence and campaigns. For Coca Cola, it examines strategies on Facebook, Twitter, Tumblr, Pinterest, and campaigns like "Share a Coke." For Adidas, it discusses building hype on launches through social media and user-generated content. For American Tourister, it outlines campaigns on Twitter, Facebook and YouTube. The document also lists malls chosen for the study and discusses branding strategies used by Coca Cola.
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Coca Cola launched Coke Studio, a music fusion show, to create brand awareness through music and establish a unique brand experience. However, the disconnect between the campaign and points of consumption presented a missed opportunity. The solution was to prompt consumers at Coke partner locations to download wallpapers, videos and audio clips of Coke Studio content to their phones, with over 1,500 handsets supported. This ensured a large reach and engaging experience. As consumers frequently returned to download fresh content, it created a positive brand connection cycle. The campaign exceeded expectations by reaching over 10 million consumers, many of whom engaged repeatedly, demonstrating the brand goodwill earned through an innovative mobile strategy.
10 million ears refreshed
Coca Cola launched Coke Studio, a music fusion show, to create brand awareness and a unique experience. Though the campaign was not well integrated with points of consumption, integrating it could have strengthened brand connections. The solution involved prompting consumers at Coke partner locations to download wallpapers, videos and audio from Coke Studio on their phones, with customized content for different phones. This ensured high reach and engagement at zero cost. Regularly updating the content catalogue kept consumers returning for fresh content and engaging more with the brand in a positive cycle. Results included over 10 million downloads, each user engaging with an average of 4 pieces of content, and 45% of consumers returning looking for more Coke Studio content.
Coke zero unlock 007_IMC class
The document outlines a marketing presentation for Coca-Cola Coke Zero. It discusses conducting an integrated marketing campaign (IMC) centered around an experiential event in Antwerp, Belgium to promote Coke Zero and the new James Bond film Skyfall. The campaign goals were to raise awareness of both brands, increase preference for Coke Zero, and boost sales. Key elements included a viral video of the experiential challenge, social media promotion, and limited-edition Coke Zero bottles for participants. The campaign was deemed very successful based on video views and social engagement.
Marketing Ad
Coca-Cola has run several large advertising campaigns over the years:
1. The "Love Story" 2017 UK campaign featured recycling-themed commercials to promote Coca-Cola's goal of collecting all its packaging by 2030.
2. The global "Taste the Feeling" campaign from 2016 was an integrated effort across many countries and media to showcase feelings and moments associated with drinking Coke.
3. In celebration of the 2016 Rio Olympics, Coca-Cola Brazil's "That's Gold" campaign featured famous Olympic moments and athletes to celebrate accomplishment.
Marketing Communications of Coca -Cola
Coca-Cola uses an integrated marketing communications approach to promote its brands. It utilizes various media channels including newspapers, magazines, television, radio, cinema, internet, outdoor advertising, and social media. Coca-Cola also leverages word-of-mouth marketing, point-of-sale materials, sales promotions, public relations, and a network of salespeople to communicate with customers. The company aims to create consistency across its various marketing initiatives and tailor certain campaigns to local cultures to maximize effectiveness on a global scale.
Share A Coke - Coca-Cola Concept Application - Rachel Schmidt - Due February ...
Coca-Cola launched its "Share a Coke" campaign in 2014 to increase sales among US teenagers. It personalized Coke bottles and cans with 250 popular names to create a personal connection. The campaign was highly successful on social media, driving engagement rates up significantly. It increased Coke revenue 11% over the previous year and reached more teens than any other market. The campaign was so effective because it engaged teens through personalized packaging and social media sharing.
Social breakfast
This document outlines a presentation on how to succeed with content marketing on social media. It discusses using a variety of content types like photos, videos and live feeds to promote an event for a clothing brand launch. It also emphasizes the importance of responding quickly on social media if event plans change and creating fun, engaging content from different angles to appeal to different audiences and generate viral sharing. Metrics showed the campaign reached over 500,000 people on social media and was a major success in promoting the brand.
Coke zero
Coca-Cola launched its Coke Zero campaign in 2005 to target young adult males. The campaign utilized covert guerrilla strategies and viral videos employing humor. Television ads featured men "ranting" and reinforced the "no downsides" message. The campaign stereotyped masculine ideals and was highly successful, making Coke Zero the most lucrative food/drink launch. Some criticism argued the campaign pandered to gender cliches to promote another diet drink.
Young Marketers Elite 2014 - Mobile Marketing Strategy - FowKyn
Mobile marketing is a form of communication that promotes products through mobile devices. There are many mobile techniques including SMS, MMS, push notifications, apps, and location-based targeting. A mobile marketing strategy is a plan to use these tools to increase brand awareness, generate leads, and increase sales. An effective strategy involves understanding the target audience, their media habits, and testing content across different devices. Coke Zero launched a campaign during the NCAA Final Four using drinkable ads, interactive experiences, and mobile engagement to encourage people open to trying Coke Zero to have their own experience tasting it.
Critical analysis of the strategic and tactical approaches of coca cola
The following essay shall discuss the importance of brand management and brand campaigning. The company chosen for the essay is “Coca-Cola”. In the first part of the essay we shall see how Coca Cola has retained itself as a top most brand in the beverage industry globally. Also a very important part of this essay is the brand proposal for Coca Cola- launching a new product, per se, snacks and how the company can add to its product lines and product mixes. How important is brand reputation and brand campaigning, has been explained in depth throughout the essay.
Berkeley College - Digital and Social Media Strategy - Beck's Experience Stra...
This document outlines Beck's Brewery's digital and social media strategy plan. The plan focuses on selected social media platforms including Facebook, YouTube, and Twitter. It introduces a global marketing approach centered around sports and new campaigns. Key elements of the strategy include creating a global Beck's Facebook page with country-specific subpages, regular YouTube video updates, and using Twitter for social community and publishing. The plan also discusses mobile applications and search engine advertising to provide a comprehensive customer experience. Metrics are defined to evaluate the performance of the marketing strategy across different social media platforms and digital initiatives.
How to Leverage Flat-Screen Video for Seasonal Messaging
Introduction
Billboards have always been a powerful tool in the world of advertising, capturing the attention of passers-by and leaving a lasting impression. With the advent of flat-screen video billboards, the game has changed even further. These dynamic displays offer unparalleled opportunities for businesses to engage their target audience with captivating visual content. In this blog post, we will explore how leveraging flat-screen video billboards for seasonal messaging can take your advertising campaigns to new heights. We will also provide real-life case studies and showcase how our expert company can help you create impactful video content for your billboard campaigns.
Understanding Flat-Screen Video Billboards
Flat-screen video billboards are large digital displays that can showcase moving images and videos. Unlike traditional billboards, which rely on static visuals, flat-screen video billboards bring advertisements to life, capturing attention and driving engagement. These billboards utilize high-resolution LED screens and advanced technology to deliver stunning visuals that are impossible to ignore.
The Impact of Seasonal Messaging
Seasonal messaging plays a vital role in advertising, as it taps into the emotions and desires associated with specific times of the year. Whether it’s the excitement of the holiday season or the anticipation of summer, leveraging seasonal messaging can create a strong connection with your target audience. By aligning your billboard campaigns with the current season, you can evoke a sense of relevance and urgency, ultimately driving more conversions and sales.
Conclusion
The success stories of Coca-Cola and Apple demonstrate the effectiveness of leveraging flat-screen video billboards for seasonal messaging. These tier 1 companies harnessed the power of dynamic video content and strategically aligned their messaging with the season to create memorable campaigns. By incorporating emotionally resonant visuals and messaging, they successfully engaged their target audience and achieved significant business outcomes.
At VGEN MEDIA, we specialize in creating impactful flat-screen video content for billboard campaigns. Our team of experts understands the nuances of seasonal messaging and can help you craft visually stunning videos that resonate with your audience. Elevate your billboard campaigns today by partnering with us and taking advantage of the immense potential of flat-screen video billboards.
Contact us now to discuss how we can assist you in creating engaging video content that will elevate your seasonal billboard campaigns to new heights. Together, let’s captivate your audience and drive exceptional results.
Remember, with flat-screen video billboards, your message can be more than just static—it can come alive and leave a lasting impression.
Social, digital campaign and agency partnership v2
This document provides information about a global brand activation company and the services it provides. It summarizes recent projects delivered for various brand clients across different industries. The company works with brands to develop creative digital solutions, social media campaigns, games, and other engaging content. It aims to ensure brand consistency across channels and territories while reducing costs and timescales for clients.
Coca Cola Marketing Campaign - Open Happiness Campaign - Small World Machine
Analysis of Coca-Cola's iconic Open happiness campaigns 'Small World Machines'.
Coca-Cola launched a campaign called Small World machines. In March, Coca-Cola installed two, one of their kind vending machines in shopping malls. One in Lahore, and the second one in New Delhi. The Small World Machines provided live communication and a portal to people from two countries that are divided not just by borders. The motive behind this campaign was to provoke happiness and promote cultural understanding.
Disclaimer - Data and Content are taken from multiple platforms.
VitasoyABC Share the Message Campaign
A playful stop motion video was created for VitaVitasoy Facebook timeline game, along with the utilization of KOL’s influence, Vitasoy’s special pack marketing campaign gained impressive awareness.
Critical analysis of the strategic and tactical approaches of coca cola
The Coca-Cola Company, incorporated on September 5th, 1919 is a well known beverage company. The company has a ownership and licensing of brands and markets over 500 non-alcoholic beverages brands which usually consist of sparkling beverages but also a varied number of still beverages like water , enhanced water , juice and juice drinks , ready to drink teas and coffees and also many sports and energy drinks. For every industry who has to spend reasonable time and effort in marketing, Coca Cola serves as a true inspiration (World of Coca-Cola, 2015).When most of the company belongs to mature stage of the product life cycle, and is operating in a competitive market with little product differentiation, the company has been successful to grow in terms of strength as a brand and its marketing techniques. (Cokecce.com, 2015)
Juicy Fruit - Cross Media integrisana
This document outlines a relaunch campaign for Juicy Fruit gum in Serbia. Key elements included partnering with influencers to create engaging content for social media and integrating the brand into gaming events and esports communications channels popular with Gen Z. The campaign utilized digital out of home advertising, branded vehicles, and interactive city lights. Initial results showed a 3% increase in market share within 2 months and an 18% higher than planned sell out from distributors.
Moozic Distribution and Marketing Plan
Cup O'Joe: Caffeine Tracker is a mobile app that tracks daily caffeine intake. In year one, it will pursue self-distribution through partnerships with 10 local Seattle coffee shops to promote the app and website to its target market of businesswomen ages 30-32. The app and website will help educate customers and build relationships through blog posts and FAQs. The primary goal is to increase brand awareness and acquire new users.
Identity Web2.0 :* *Building a Brand Presence Online
The document discusses the evolution of branding from Web 1.0 to Web 2.0. It provides examples of how Coca-Cola has embraced various Web 2.0 technologies and platforms to engage customers, including creating viral videos, immersive virtual and physical experiences, social media presences, user-generated content campaigns, and more. It emphasizes the importance of having an open dialogue with customers and allowing them to help shape the brand story.
bloomfield knoble Case Studies
Bloomfield Knoble (bk) is a full-service strategic advertising and marketing agency based in Dallas, Texas. They provide a wide range of services including branding and identity, marketing strategy, creative services, media planning, and research and analytics. Their philosophy is to form true partnerships with clients, resulting in an average tenure of over 6 years. The document then provides summaries of case studies highlighting bk's work with various clients across different industries.
Similar to Coke Open Happiness (20)
Share A Coke - Coca-Cola Concept Application - Rachel Schmidt - Due February ...
Share A Coke - Coca-Cola Concept Application - Rachel Schmidt - Due February ...
Young Marketers Elite 2014 - Mobile Marketing Strategy - FowKyn
Young Marketers Elite 2014 - Mobile Marketing Strategy - FowKyn
Critical analysis of the strategic and tactical approaches of coca cola
Critical analysis of the strategic and tactical approaches of coca cola
Berkeley College - Digital and Social Media Strategy - Beck's Experience Stra...
Berkeley College - Digital and Social Media Strategy - Beck's Experience Stra...
How to Leverage Flat-Screen Video for Seasonal Messaging
How to Leverage Flat-Screen Video for Seasonal Messaging
Social, digital campaign and agency partnership v2
Social, digital campaign and agency partnership v2
Coca Cola Marketing Campaign - Open Happiness Campaign - Small World Machine
Coca Cola Marketing Campaign - Open Happiness Campaign - Small World Machine
Critical analysis of the strategic and tactical approaches of coca cola
Critical analysis of the strategic and tactical approaches of coca cola
Identity Web2.0 :* *Building a Brand Presence Online
Identity Web2.0 :* *Building a Brand Presence Online
More from TELiBrahma Technologies Pvt Ltd
Akshaya Tritiya
The Times of India Chennai edition published a special feature on Akshaya Tritiya, an auspicious day for buying gold, to help jewelers promote their collections and capitalize on the occasion. All print ads in the feature were enabled with augmented reality technology allowing over 2,600 users to view interactive content about jewelry collections directly on their mobile devices. This virtual experience engaged users for an average of two minutes and significantly increased visibility for both the publication and featured jewelers.
Cadbury 5 Star
Cadbury 5Star launched an interactive mobile marketing campaign at college festivals to promote brand engagement among youth. Students could turn on Bluetooth on their phones to receive clues and media about a treasure hunt game. They also played a maze game with branded levels and could upload photos and videos to social media. Over 60,000 students engaged through downloading content, 10,000 played the game multiple times, and 6,000 uploaded photos, helping generate viral engagement for Cadbury 5Star at a lower cost.
Wagon R
Maruti Suzuki launched a mobile game for their WagonR brand to connect with target consumers and generate leads. The game allowed users to race a virtual WagonR car and learn about its features while waiting in malls and other locations. Over 5 lakh users engaged with the game, which had over 1 million game sessions and generated more than 4,000 test drive requests, showing the effectiveness of using mobile games and experiences to market to consumers.
Volkswagen Polo
Volkswagen wanted to promote its new Polo hatchback model in India at low cost by directly engaging the target audience. It partnered with airports in major cities to enable Bluetooth and WiFi connections, displaying notices encouraging passengers to connect to learn about the Polo. Through the mobile connection, passengers could access a custom application with design details, specifications, dealer locations and test drive booking for maximum brand impact. The campaign was highly successful with over 50,000 engagements in one month, delivering rich media information to passengers at no direct cost through a clutter-free mobile experience.
Star TV creates new Buzz on Mobile
Star TV wanted to promote its new shows airing on channels like Star Plus. It used location-based service Buzz to deliver exclusive trailers and promos of upcoming shows to audiences' mobile devices. Buzz hotspots in cafes, restaurants, malls and train stations across 18 cities provided mini Star TV channels on users' fingertips. Over 3.3 lakh engagements were achieved in a month, exceeding expectations, with each user viewing an average of 7 pieces of content and 25% being repeat users, showing the solution generated interest in Star TV's programs.
RCB
Royal Challengers Bangalore wanted to leverage their Indian Premier League franchise to build brand loyalty and engagement with cricket fans. They created a mobile app that allowed fans at the stadium to share photos, discuss the match, and view opinions to feel more connected during games. Only fans at the stadium could post, but their posts were visible online, giving them an exclusive experience to share. The app engaged fans through quizzes with prizes during matches. It was highly successful, receiving 50,000 engagements compared to only 1,250 twitter feeds, and half of users continued using it at subsequent games.
RCB @ IPL V
The Royal Challengers Bangalore, owners of the Bangalore IPL team, partnered with TELiBrahma to launch an innovative campaign to increase ticket sales and brand awareness for the inaugural IPL season in Bangalore. TELiBrahma deployed their Bluetooth-based Buzz solution at the stadium, allowing spectators and employees nearby to receive instant match updates, participate in contests to win prizes, and access Royal Challengers content. The campaign was highly successful, with over 100,000 fan registrations and 240,000 downloads during the first 28 hours, and major brand partners were able to effectively engage with customers through the new platform.
Mercedes Benz
Mercedes Benz wanted to promote its brand and products at the Auto Expo 2010 using a mobile platform. They worked with a company to create a mobile app experience at their stall that allowed over 18,000 unique users to easily access details about Mercedes car models by pressing their phone screens. This mobile solution engaged over 60,000 people and provided an innovative brand experience that generated both brand awareness and leads for Mercedes Benz.
Maruti
Maruti wanted to leverage the IPL cricket tournament to create brand awareness in an innovative way. They partnered with Buzz, a network that delivers sporting content to consumers on the go. Buzz created a platform where pre-stitched cricket highlights and Maruti ads could be downloaded for free via WiFi or Bluetooth at over 700 Buzz hotspots in 15 cities. Over 1 million downloads were achieved, demonstrating how mobile can help brands engage consumers and generate ROI from sponsoring sporting events.
Lucozade - Marathon on Mobile
Lucozade, the official sports drink of the Sunfeast World 10K Bangalore Marathon, partnered with TELiBrahma to promote itself and sample its product at the marathon expo. Visitors to the expo received Lucozade branded content and a mobile application with tips for running by turning on their Bluetooth. Over 65% of expo visitors downloaded the Lucozade content, achieving over 5,000 engagements over 4 days and creating buzz about the marathon on social media. The mobile application and sampling messages helped promote Lucozade at zero cost prior to its commercial launch in India.
Louis Philippe
Louis Philippe, an apparel brand, wanted to more effectively communicate offers during an end-of-season sale. They deployed a mobile advertising campaign on Buzz to target consumers within 1 km of LP stores, prompting them with a special offer and delivering coupons to their phones to redeem for an additional 5% discount. Over 41,000 engagements occurred in just 4 days, with 41% of users who received coupons redeeming them and spending an average of Rs. 4,000 each, resulting in Rs. 20.5 lakh in sales - outperforming other advertising channels.
Idea
Idea 3G wanted to leverage the popularity of IPL cricket to reach their mobile audience. They partnered with BuzzAtPlaces to create a platform that delivered near live cricket highlights and branded content from Idea to sports fans on the go. Over 1500 phone models in 700 hotspots across 15 cities could access the Idea content for free via WiFi or Bluetooth. The campaign was successful with over 1 million downloads and 46% of users viewing match highlights, proving mobile can help brands engage consumers and generate ROI from sponsorship.
ICICI iMobile
ICICI bank wanted to promote their new mobile banking app, iMobile, to increase downloads at no cost to customers. Buzz network deployed posters in ICICI bank branches asking customers to turn on Bluetooth, which automatically sent them the iMobile app and instructions. Over 100,000 customers downloaded iMobile across 2 months, and the marketing team won awards for their successful campaign that targeted customers directly in bank locations.
Chennai Express
The Chennai Express film team wanted to promote the upcoming movie in an exciting way to generate hype. They partnered with BUZZ to release exclusive movie posters and content at malls and other busy locations. Users could access wallpapers and share on social media, generating over 2 million engagements in 2 weeks. The campaign was successful in connecting with fans and measuring interest prior to the film's release.
Sikkim Manipal University
Sikkim Manipal University wanted to promote its distance education and online learning programs to increase student enrollment. It created a mobile brochure about its courses and distributed it through Buzz kiosks in cafes, enabling over 30,000 users to access program information, register with the university, and speak to counselors in just two weeks. The virtual brochure delivered an engaging experience to users' phones and successfully generated leads for the university in an innovative and cost-effective way.
Microsoft Windows 8
Windows 8 launched a print advertising campaign to promote its new operating system and demonstrate new features like picture passwords and touchscreen capabilities. The print ads featured augmented reality technology that allowed readers to access video demonstrations and experiences through their mobile devices. Over 12,000 engagements occurred on the first day as users interacted with the ads and unlocked additional content using picture passwords, demonstrating success in promoting the new OS features. The campaign effectively bridged print and digital media to generate interest in Windows 8.
Vikram Hospitals - Being Transparent is the Right Strategy
Vikram hospitals planned a series of print advertorials to create awareness of treatable ailments like obesity and diabetes. They wanted to enhance engagement without upsetting readers. The advertorials were updated to provide more detailed information and instructions. Readers could download an app to scan and receive additional details on symptoms, treatments, patient testimonials, and contact doctors. Using image recognition on ads delivered a higher impact than URLs or QR codes by giving readers access to personalized medical information on their mobile devices.
Toyota Etios Liva - Test Drive the Car Now!
Toyota wanted to leverage a mobile platform to drive engagement with their Toyota Etios campaign. They augmented print ads with digital content like 3D models of the car that users could interact with using their phone. Over 50,000 users engaged with the rich media experiences, with 3,000 registering for test drives and 7,500 discussing the car on social media. The campaign successfully delivered an immersive "near live" experience with the car to consumers through their mobile devices.
Toyota
Toyota wanted to leverage mobile platforms to drive engagement with their brands. They used POINT to enable consumers to engage by capturing Toyota brand logos in ads. This allowed consumers to receive 3D models of vehicles they could interact with, view vehicle interiors, and register for test drives. Over 50,000 rich media engagements occurred across several campaigns, with over 3000 test drive registrations and 7500 social media mentions generated. The campaign provided consumers with an immersive "near live experience" of Toyota vehicles through their mobile devices.
Times Of India
The Times Group, the largest media conglomerate in India, partnered with TELiBrahma to integrate their print editorials with digital content using augmented reality. Readers could scan images and logos in Times of India newspapers to access additional multimedia content like videos and surveys related to the stories. This initial launch engaged over 25,000 readers in the first 15 days. The Economic Times also augmented its print award advertisements over 5 days, garnering over 1,300 engagements. NavBharat Times augmented columns and advertisements in its Sunday edition, growing engagements from 150 to over 1,000. Image recognition allowed for scalable and contextual engagements across print, increasing readership and developing personal connections with readers.
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Vikram Hospitals - Being Transparent is the Right Strategy
Vikram Hospitals - Being Transparent is the Right Strategy
Coke Open Happiness
- 1. Case study _ Coke Open Happiness (Season 2) http://telibrahma.com Follow us on https://www.facebook.com/BuzzAtPlaces BUSINESS CASE Happiness!!! is all about enjoying music, sports and the company of friends. Coke launched Coke Open Happiness a sequel to the successful Coke Studio Season 1, which had aggregated content to suit users at all happy occasions. But the challenge was to integrate the content in the consumer’s context. SOLUTION The joy experienced in obtaining content anytime to suit every happy occasion is definitely priceless. Coke made this possible through BUZZ by making available happy content to consumers even when they were hanging out in the malls any of the recreation zones with their friends and peer. Consumers visiting malls, recreation zones and other BUZZ hotspots were greeted with Coke Open Happiness content and free internet access on their mobile phones. Users could also select and download Coke Happiness wallpapers, video and audio clips of their choice. Additional exciting content from Euro 2012 and Olympic 2012 were also delivered to the users, who are most likely to share interest in sports. Selected content from Coke Studio Season One was also available to create top-of-mind recall among the target audience.. The solution not only ensured a location based content delivery but more importantly the availability of content at zero cost and an impulsive medium for engagement with a variety of choices available. RESULTS Over 12 million ears were refreshed On an average, each user engaged with at least 7 different content during the campaign Integration of social media sites achieved higher brand awareness and invited more consumers to experience Coke Open Happiness campaign ensured a strong connect between various stake holders – Coca Cola, the location partners and the consumers in an innovative way Coke Studio 1 was the most viewed content , showcasing undying interest to season1
- 2. Case study _ Coke Open Happiness (Season 2) http://telibrahma.com Follow us on https://www.facebook.com/BuzzAtPlaces LEARNINGS Numbers delivered through mobile far exceeded the reach and connect through all other media put together Campaign set a unique model on how brands can leverage m-Entertainment and showcased howvariousbusiness models can be created Campaign demonstrated how integrating mobile can deliver higher ROI for a brand in its media investments. Evident is the fact that next season is getting even bigger on mobile