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|Coca Cola launches Freezer Frenzy mobile marketing campaign
Starcom MediaVest Group created The "Freezer Frenzy" for Coca-Cola to engage consumers and drive excitement around their 12.5oz bottle. Without leaving their native mobile experience, teens vied to complete a series of time-based challenges to win ‘instant rewards.’ Instead of driving purchase, Coca-Cola engaged their target audience through instant gratification building brand loyalty, awareness and overall excitement. The result, over 600,000 game plays and exceeded benchmarks by 51% on time-spent and by 24% on tap-through.
|Dunkin’ Donuts launches mobile Google Maps search campaign
Dunkin' Donuts partnered with Hill Holliday for a "Dunkin' Donuts Search" campaign to reach fans “on the go” and help drive in-store traffic. Brand and category terms led searchers to a landing page prompting consumers to find the nearest store via Google Maps, download the app and/or sign up for e-mails. A partnership with Waze allowed the brand's logo to display next to all Dunkin’ Donuts locations within the mapping app, driving traffic and sales from users who might not have known the nearby location existed. The results, over 200K “get direction” and address clicks, over 500K visits to the “find a store” results page and over 395K navigations on mobile only. Finding fans at the “right place, at the right time” proved that paid search leads to direct in-store traffic and sales.
|Growing use of mobile technologies used for QSR promotion, ordering and payment
NFC is a wireless technology that enables mobile devices to be placed against an NFC terminal in order to access information. It works in a very similar way to ‘contactless’ payments on credit and debit cards: one tap of the card onto the terminal and the payment is complete... If a customer holds their phone next to a bus stop advert for example, and both their device and the poster is NFC-enabled, the relevant content will then appear on their mobile device instantly. It is estimated that there will be over 500m NFC-enabled devices in use by March 2014, the brand but also allows Guinness to send relevant content to their customers’ mobile devices. Over the summer, Domino’s tagged some of its outdoor adverts with NFC technology, to help boost sales over their quietest period. Users are able to scan the ads to download the Domino’s app, rather than having to download it from the relevant app stores. Domino’s wanted to make sure that consumers were able to order pizza while they were out and about over summer so encouraged app downloads through the use of NFC.
|Coca-Cola partners with Spotify in UK to target the music app’s fans
Coca-Cola is advertising its partnership with music app Spotify in the UK through branding on Coke cans. Each can is printed with a link that takes consumers to a Spotify app that shows a map where other Coca-Cola consumers are listening to music around the world. Coca-Cola plans to use Spotify to support its music strategy in the future.
|Pepsi's Social Media Manager for Gatorade's Command Center
The Social Media Manager will lead the development and execution of Gatorade's social media strategy. He/she will work with agency partners to deliver strategically-framed daily programming and tentpole activation in support of various brand initiatives. The role will require development and execution of standards, processes, and measurement plans for Gatorade social media activity. He/she will manage Mission Control, Gatorade's social media and digital "command center." Mission Control is tasked with monitoring brand relevant conversation across the social media and digital landscape, analyzing those conversations, and reporting actionable insights to various stakeholders across the BU in real time. The Social Media Manager will manage the day-to-day operations of Mission Control as well as longer term strategy development and execution.
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