One only has to look at brand use of social networks, such as Facebook and Twitter, to see how the old model of buying advertising has changed. It has become clear that in order to be successful in this era, and stay top of mind, brands need to engage with customers in new ways and on dynamic platforms.
Engagement with young audiences in particular provides a phenomenal opportunity for any brand, when executed well. Generation Y expects to interact with brands on mobile and social platforms. They want to be entertained and they want to engage on their terms. In turn, they will share those experiences far and wide, giving brands the opportunity to create viral campaigns that increase awareness and drive growth.
It was with this new landscape in mind that Coca-Cola turned to Thismoment. They wanted our help to target young people in Latin America and realised that offering engaging brand experiences across multiple social sites and devices was the way to the future.
Coca-Cola understood that to remain ahead of the curve, it was important to give consumers not only engaging content, but the choice of what device upon which they wanted to access that content. Coca-Cola also knew that it was vital that the content was dynamic – that it could be shared, discussed and interacted with in real-time.
Coca-Cola held a series of free concerts across Latin America that were live-streamed via Coca-Cola.TV and Coca-Cola.FM using Thismoment’s system. One free Paul McCartney concert in Mexico City attracted an audience of 200,000 people with an additional 500,000 virtual audience members who watched the concert as it was live-streamed online. The average engagement of a virtual audience member was 42 minutes per session – a record breaking period of engagement for the brand.
The projects gave Coca-Cola the opportunity to establish itself as a master creator of engaging content, broadening its appeal among a young audience who wouldn’t necessarily respond to age-old advertising. Coca-Cola’s use of our technology platform to deliver these engaging experiences, and to foster deeper connections with its customers around the world, is why Coca-Cola is one of the most successful brands of all time.
By Scott Greenberg, MD EMEA of Thismoment.
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