Coca-Cola Marketing New Idea: Creative Bottle Will Speak

Where is the best place to write a new year's wish? You never think of it as a Coca-Cola.

This group of unique and colorful Coca-Cola blessing bottles is a few of Coca-Cola's "new year of hope" activities.

During the activity, as long as netizens login their activity website and enter blessing words, they can generate personalized "new vase".

Coca-Cola's "new wish to enjoy the Chinese year" is China's first micro-blog keyword heterogeneous processing website.

The whole website's joyful design and cutting-edge creativity attracted many micro-blog users.

These small bottles full of blessing, with the simple words of health, happiness, happiness, peace and so on, have carried out the New Year wishes of netizens, and also placed Coca-Cola's blessing on the world.

Activities also passed

With the rise of micro-blog, individuals and enterprises are beginning to think about the changes and possibilities brought about by the new way of communication.

More and more people are involved in micro-blog marketing, and how to make new ideas is always a challenge to the problem of thinking.

Interaction + the power of opinion leaders

Ansopa, managing director of Coca-Cola project team and world Shanghai general manager Fan Wenyi, said the Coca-Cola micro-blog

In addition to the creativity of micro-blog keyword heterogeneous processing, the highlight of this event is to mobilize the participation and interaction of netizens by using the power of celebrities and opinion leaders.

"Micro-blog is a medium of socialization. Inviting celebrities to participate in communication can achieve unique results.

Selecting celebrities who have an influence on the Coca-Cola target population can enrich the content of the event efficiently and enhance the brand exposure.

Fan Wenyi said.

With a good start, the influence of activities is increasing. According to Fan Wenyi, many V certified users participated in the topic discussion during the implementation of the project.

The active participation of the opinion leaders also shows that the design and topics of the event have taken into account the needs of "coke control": brand culture.

The participation of opinion leaders in the topic exchange is the main focus that attracts fans.

In this event, Sina micro-blog has worked with several celebrity bloggers for the first time, improving the participation of fans in different fields.

Sina opens the Widget platform on the homepage of celebrity blog. Fans can directly participate in Coca-Cola's "new vase" activities through celebrity blogs.

According to Fan Wenyi, in this event, the promotion effect of celebrities such as Huang Jianxiang, Siu Ming Tsui and Sang Lan far exceeded the expectations of advertisers.

Celebrity participation at the beginning of the campaign played a great role in promoting the project.

"In this process, we choose different celebrities on the basis of considering different audiences, that is, different celebrities interact with different types of fans. For example, college students and middle school students are easy to resonate with young celebrities.

It's hard to track the promotion of every fan at the moment. If the technology can be achieved, advertisers will have a clearer and more precise control over the overall activity.

Fan Wenyi said.

In addition to the celebrity effect drive, Coca-Cola also launched a publicity campaign through prizes to fully mobilize the enthusiasm of fans.

During the event, micro-blog planned the theme and coordinated promotional activities to arouse fans' enthusiasm for participation.

Coca-Cola personalized "new vase" in Sina micro-blog once triggered a high degree of interaction between fans.

Another major reason for the success of Coca-Cola's "new vase" activities is that there are no complicated ways to collect, upload and participate in activities. Instead of changing the way users behave on the Internet, netizens only need to input their wishes, and only a single sentence can form Coca-Cola personalized "wish bottles".

The lowering of participation threshold means that fans' participation in cost reduction can attract more fans to try to participate.

Therefore, this activity has achieved the maximization of the participation of fans.

This is also a revelation for marketers: micro-blog is generally regarded as a humane communication tool, so micro-blog marketing activities should be as simple and feasible as possible under the premise of ensuring the promotion effect.

Adhere to the depth of "micro" marketing

Before the event, Coca-Cola expects the number of participants in Sina micro-blog activity to reach 3 million, and the final data is: 6 million 800 thousand people are involved, generating micro-blog more than 800 thousand, creating a new record of sina's activities in East China.

Another example shows that micro-blog has become an indispensable platform for information dissemination in the era of self media.

Micro-blog changed people's lifestyle and habits, but also changed the way of publicity and marketing, and changed the way of social communication.

For Coca-Cola and other fast moving consumer goods companies, one of the biggest values of micro-blog marketing is direct contact with consumers.

At the same time, micro-blog is also a media of socialization, and consumers have a high degree of trust in micro-blog.

For the fast moving consumer goods industry, advertisers are very willing to accept this low cost and high profit marketing mode.

Coca-Cola is well aware of the value of micro-blog marketing.

Fan Wenyi said: "micro-blog must be persistent in its brand marketing and insist on long-term investment. It can not rely solely on one or two big activities.

Micro-blog is a slow and hot media interaction platform. Coca-Cola, in addition to advertising activities, continues to interact with fans 365 days a year, giving consumers a deeper understanding of Coca-Cola's brand spirit and helping brands grow in a longer period of time.

This shows Coca-Cola's long-term vision and deep layout in micro-blog marketing.

According to the DCCI Internet data center, the number of micro-blog independent users in China is estimated to reach 100 million, 168 million and 253 million respectively by the end of 2011, 2012 and the end of 2013.

Such data show that the world without "micro" is coming.

Advertisers are also working with micro-blog to create greater marketing surprises.