Welcome back to this weeks edition of the marketing blog
Coca-Cola is always at the top when it comes to new and innovative marketing campaigns. Recently, in preparation for the NCAA basketball final four tournament in Indianapolis, Coca-Cola released drinkable billboards. This is the first time this type of billboard has ever been created. The billboards are 26-by-36-ft placed in the White River State Park. This is the site of Coke Zero Countdown Concert for the final four. The billboards will magically dispense cold Coke Zero from a massive Coca-Cola bottle. The soda travels through 4,500 feet of tubing that spells out, “Taste It” then the soda is moved into free sampling station. Also, while waiting in line, fans can play basketball-themed games for the chance to win prizes from Coke.
Video: (https://youtu.be/pTaP63EGkNA)
Danielle Henry, group director of Integrated Marketing Communications states, “It’s an engineering marvel when you factor in the tubing, lights, liquid, CO2 and everything else that went into this,” “Pulling this off in a short timeframe was no small feat.”
In addition to the “drinkable” billboard Coke plans to have a “drinkable” commercial that will encourage viewers at home to use the Shazam app in order to watch a glass on their mobile device fill up with Coke Zero as it’s poured from a bottle on TV. When the glass fills up, the app will give you a mobile coupon for a free 20-oz. bottle of Coke Zero, “at a participating retailer.” The commercial aired on Saturday night during the Kentucky v.s. Wisconsin game on TBS, and again Monday night during the national championship game on CBS.
Coke wasn’t done either, there were other drinkable elements all over Indianapolis that included interactive kiosks and flyers that turn into straws, all of which generate coupons. There were more than 150,000 free servings of Coke Zero were distributed in Indianapolis alone.
Danielle Henry, group director of Integrated Marketing Communications at Coke states, “We collaborated with our agency partners to create media vehicles that are actually drinkable – something we’ve never done before at Coca-Cola,” Henry said. “We wanted every ad to lead directly to an opportunity to try Coke Zero. Everything we’re doing results in an actual sample or a coupon.”
According to Henry, 60 percent of consumers who taste Coke Zero return to purchase it again. “We know we’ll be successful if we can get drinks in hand,” she added, “because once people try Coke Zero, they come back for more.”
The 2015 National Championship game attendance of 71,149 at Lucas Oil Stadium, which was the highest of any of the seven national championship games that Indianapolis has hosted. Also, it was the fourth largest crowd in NCAA Championship history. The game is a national event that watched by hundreds of thousands all over the U.S. Coke took full advantage of marketing opportunities to make sure that their soda headlined the event. This marketing strategy not only helps Coke in the short term through product sales, but it also means that Coke is related to the Final four forever. This innovation is the reason why Coca-Cola is one of the most recognizable brands in the world.
Source:(http://www.coca-colacompany.com/innovation/a-sign-of-great-taste-coke-zero-unveils-drinkable-billboards-and-more-in-indy)
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