2.0 interpretation of Coca-Cola's online torch relay campaign

Audience interaction participation, brand spread and spread

----Coca-Cola online torch relay Campaign 2.0 interpretation

★ Cao Fanghua (Xiamen University 2006 level of advertising and brand master)

March 24, 2008, the Beijing Olympic flame in the birthplace of the Olympic Games-370 kilometers away from Athens, the ancient Olympia ruins lit. On the same day, the author of QQ suddenly popped a torch-shaped message, habitual Open dialog box, found to be friends in the invitation to participate in the online Olympic torch relay activities. After accepting the invitation without hesitation, I found that I could send an invitation to another online friend. With such a circular invitation to participate, as at 20:19 March 31, 2008, 8,271,004 people had participated in the event.

The Coca-Cola Online torch relay is leading a vigorous brand marketing 2.0 campaign with wildfire.

Coca-Cola Online torch relay event Introduction

January 25, 2007, Tencent and Coca-Cola held a strategic cooperation signing ceremony, the plan in the next two years, continue to use a wide range of Internet platform means, so that both sides in the brand, product content, user experience, marketing model for a greater increase.

Since then, they have used their own advantages to build and realize the traditional brand and the depth of the Internet cooperation. With the advent of the 2008, they are brewing a big network event and marketing event, this is the March 24, 2008 "Olympic torch Online transmission", Coca-Cola and Tencent's joint network spread has put joint marketing into a new stage.

March 24, 2008, the Beijing Olympic flame in the birthplace of the Olympic Games-370 kilometers away from Athens, the ancient Olympia ruins lit. On the same day, the author of QQ suddenly popped a torch-shaped message, habitual Open dialog box, found to be friends in the invitation to participate in the online Olympic torch relay activities. After accepting the invitation without hesitation, I found that I could send an invitation to another online friend. With such a circular invitation to participate, as at 20:19 March 31, 2008, 8,271,004 people had participated in the event.

The 2008 Olympic Torch Collection ceremony, is the Chinese and even the global attention of the event. Major television stations, internet media are watching this event. Coca-Cola is the Olympic torch sponsor, in 2007 when the "Xiangyun" torch design, Coca-Cola in the nationwide selection of Olympic torch bearer, the major cities of Coca-Cola's sales point has its eye-catching posters, can be described online has been widely disseminated; online, Coca-Cola and Tencent have launched such a large-scale "online Olympic torch relay ceremony." As the top sponsor of the Olympic Games, can use the torch this topic to guide the consumer to participate in the interactive brand marketing activity, is described as "genius".

Coca-Cola chose to have more than 200 million population base IM software QQ as the carrier of consumer interaction participation has its highly strategic: in China, QQ in the life of young people equivalent to the network of the world's mobile phone, become an indispensable part of life. At the same time, the youth is Coca-Cola's core consumer group, therefore, Coca-Cola and Tencent's cooperation in the audience interactive participation in the convenience and brand marketing activities of the core audience accuracy is the most optimized choice. Therefore, I think that Coca-Cola's online Olympic torch relay campaign is a successful "audience participation experience, brand spread diffusion" Marketing 2.0 campaign.

Marketing 2.0: Subversion of traditional marketing

The definition of Marketing 2.0 is described in the book "Marketing 2.0" (Taiwan edition) published by Mr. Lin Amping, a Taiwanese advertiser, in April 2007:

The use of technology and access to the possibility of the invitation instead of indoctrination, transparent instead of hiding, to interact instead of one-way communication, create the value of consumer and brand exchange, and the use of this exchange brought about by the new equality of the relationship with consumers, and thus achieve the preset marketing purposes.

In the author and the Xiamen University advertisement department Associate Professor Zhao Jie's book "2.0 Marketing Communication Introduction" (forthcoming publication), we define Marketing 2.0:

Marketing 2.0 is a new marketing model, which is the core of interaction, participation, experience and diffusion in comparison with traditional marketing. Through the interaction to achieve the audience and brand dialogue, communication and communication, participation in the audience and experience, experience the emergence of brand and audience contact point spread and the experience of the formation of brand awareness, diffusion to achieve the audience experience sharing and interaction between the audience and the audience.

Marketing 2.0 through the audience's interactive participation experience, based on the brand and audience interaction and audience and audience interaction, to achieve the audience and brand value Exchange and brand marketing communication goals. Marketing 2.0 has the following salient features:

1, the contact point is the content

In the Marketing 2.0 strategy, each contact point between the consumer and the brand is the contact point that the brand interacts with the consumer. The goal of Marketing 2.0 is to integrate content and contact points, create unique marketing communications that can be translated into brand equity, and try to make the content of marketing communications a point of contact that consumers are willing to visit.

2, Consumer interaction participation

The era of pushing information to consumers is over, and brands should be thinking about how to talk to consumers. There is a dialogue between the brand and the consumer to establish value exchange. Therefore, the creation of consumer-related content, inviting consumers to participate in the sharing of brand ownership, only to have the attraction of inviting consumers to interact.

3, Brand communication, value Exchange

Take an open attitude and invite consumers to participate in brand interaction, through the audience participation in brand interaction to achieve value exchange and brand diffusion. Only the brand interaction based on the value exchange can occupy the important cognitive ladder in the consumer's mental space, and occupy a place in the discourse space that the consumer can influence.

4, entertainment leader, creativity first

In the e-era of information explosion, entertainment has become a spiritual oasis for consumers, and all the marketing ideas brought to consumers ' leisure time can achieve unexpected results. The entertainment of the marketing activity is to let the audience be willing to get involved in the brand activity, and produce the joyful mood in the brand experience. Accept the brand information and the brand appeal in the joyful condition, achieves the brand and the audience's value exchange. After the author received the Olympic Torch online qualification, and constantly have friends to my qualifications, I asked them why they want to participate, their answer is basically: fun!

Although the degree of creativity is hard to quantify, the more creative the marketing approach is, the more likely it is to become the focus of consumer attention. To receive the acceptance of consumers, creativity must be extended to every aspect of marketing.

In a word, traditional marketing 1.0 of the corporate advertising behavior is "put" media, and Marketing 2.0 of the enterprise communication behavior is "application" media. The Marketing 2.0 is the brand provides the platform, lets the consumer and the brand mutually to share the exchange, constructs the value Exchange Interactive process.

2.0 interpretation of Coca-Cola's online torch relay campaign

Whether from the audience to participate in the spread of the angle or the spread of the brand, Coca-Cola and Tencent jointly launched the Olympic torch online transmission activities are a successful marketing 2.0 activities. Coca-Cola successfully utilized the social hotspot and the audience's attention point, cleverly realized "the audience participates in the experience, the brand spreads spreads" the marketing goal. The following author attempts to read from the perspective of Marketing 2.0:

The use of technology and the possibility of access, based on the point of contact is the content of the dissemination of ideas.

QQ, as an important network chatting tool for young people in China, currently has more than 200 million users. The huge user base and the development of software technology have created technical and access possibilities for the Coca-Cola Olympic torch online transmission, which provides the platform support for the spread and spread of the torch's online transmission activities.

QQ Users and Coca-Cola core consumer groups are highly coincident, according to the 21st China Internet Development Status Statistics report, in China, 210 million of the Internet users, 35 years of age under the Internet accounted for 80%.

Coca-Cola chooses QQ as the carrier of brand marketing communication activities, full use of QQ as a contact point for brand communication, in this marketing communication activities QQ is not only the contact point of the brand and the audience, but also the brand spread of the port, to achieve the brand involvement of the audience, through the focus on the torch transmission dynamic maintenance of the audience on the continued attention to this activity , so as to reach the audience and marketing core platform icoke.qq.com aggregation.

In this event, each of the QQ users invited to participate in their brand communication point of contact, to the user's friends spread himself has participated in the Coca-Cola Olympic torch online delivery activities. Just become the Torch ambassador or torch hand users, will be in its QQ friends panel personal Avatar Place to get an not lit icon, the icon in 2008-5-4 before the style of badges, 2008-5-4 after the torch style. When the mouse hovers over this badge, you can see the page on the right, where the actual user is participating in the torch relay line, including the number of participants, the area currently in place, etc.

Thus, Coca-Cola to participate in the user's QQ as a point of contact strategy effect is obvious, fully reached the point of contact is the content of the Marketing 2.0 concept.

Instead of indoctrination by invitation, the interaction is substituted for one-way communication, and the interactive participation of consumers is realized.

On the eve of the event, Coca-Cola recruited 8,888 online ambassadors for the first torch relay through the website. March 24, 2008--Coca-Cola Torch online delivery campaign officially started. The event will be launched as the starting point for the 8,888 routes of the 8,888-bar torch online messenger, and all QQ users can participate in the event.

Successful invite friends to participate in the activities of the first torch relay online ambassador will receive the exclusive prizes provided by Coca-Cola, other participants who participate in the Coca-Cola Torch online transmission will be lit QQ icon and receive the QQ show Victory Badge. The Torch ambassador, who has an unlit icon, is eligible to invite a user to participate in the event. The torch bearer that has not lighted the icon has the power to pass the torch to the next user. As the Torch ambassador, the key points on the icon, need to successfully invite other users to participate in the event within a limited time; As a torch, the key to the light icon, the need for a limited time to successfully pass the torch to the next user. The initial invitation (or delivery) time for the activity is limited to 15 minutes and may be changed later depending on the status of the activity.

Coca-Cola by inviting 8,888 of the first torch relay Ambassador online to achieve audience involvement in the interaction, through the delivery of the 8,888 ambassadors, to achieve more user involvement, so that the entire activity spread. The participation of QQ users in the online torch relay is only one aspect of consumers ' participation in interaction. At the same time, the torch relay ambassador can upload personal photos on the icoke.qq.com network platform, build Ambassador personal style, write down personal Olympic mood, can also go to qbar participate in the torch online transmission discussion, etc., to achieve a full range of audiences involved.

The user accepts the torch to pass the invitation, is involved in the brand movement. To the torch as the port, through the opening of Coca-Cola and Tencent interactive participation platform to achieve the full involvement of the audience, to achieve the wide spread of the brand campaign and deeply rooted.

To create a value exchange between consumers and brands, to reach the brand and consumers heart-to-heart.

Through the Coca-Cola online torch relay, QQ users get an opportunity to participate in the Olympic Games and experience, to meet the audience's participation in the Olympic Games psychological needs, which in itself is a value exchange. At the same time, www.iCoke.cn will take the daily day to participate in the Coca-Cola Torch online transmission activities of the QQ users to draw 8 lucky, and pass to their virtual torch of the home (that is, the winners of a total of 8 to 16 people). These lucky people will have the opportunity to receive the kind prizes offered by Coca-Cola "Coca-Cola Cool series tinplate set". Please login www.iCoke.cn from March 25.

2008.8.8"Coca-Cola" torch online delivery activities officially ended, but the icon does not disappear, all participating users will be through the QQ Instant Messaging software panel in the blazing torch to support the 08 grand event athletes. "

Through the participation of users in the Olympic Games, the establishment of the value exchange between consumers and brands, through the participation of users involved in photo uploading, Olympic mood writing and other activities to achieve the audience deeply involved in the brand movement, through the lucky online torch hand lottery, strengthen the brand movement of viscosity, to achieve the depth of brand value

At the same time, users can be in the www.icoke.cn platform through the corresponding links, to participate in Coca-Cola and Sohu website jointly launched the "Torch to my Home" activities, the online torch relay and the reality of the torch relay together, really realize the line under the interaction.