Coca-Cola Internet Marketing

In many college-based college life, "One More Bottle Reward by Master Kong" is the only winning record they can write on their resume. This ridicule to schoolmates also reflects the fact that in the marketing of beverages, such consumer goods, there is no doubt that the cap is an excellent dig point and the next bottle is a more successful case.

However, in this sacrifice margin for sales, and billing extremely complicated bottle cap sales after a few years of love, and now this marketing is getting worse, in short, it is too much for the people. And marketing is one of the lifebloods of fast-food beverage, bottle cap marketing will certainly continue, Coca-Cola used to be the main force of bottle cap marketing. As long as people who have ever had a drink of coca-cola, they will not feel a series of Pincode (13 characters) in the bottle cap is strange.

Coca-Cola's change

Coca-Cola, which has a brand name value below Apple and Microsoft, is now also seeking to break out of marketing in an attempt to play tricks on the mobile Internet era. This time, it targeted the WeChat and easy Xun these two platforms. By Yi Xun electronic business platform, as well as micro-channel public account, for the first time, Coca-Cola ready to try on the mobile terminal attempts to convert marketing activities.

In short, this event process is to get the pincode in the Coca-Cola cap, go to the exclusive page or Coca-Cola's WeChat public account in exchange for easy Xun network coupons, Samsung mobile phones and other goods 0 yuan spike.

Although it was only a marketing campaign, we could see some of the marketing behind the scenes as the participating parties were two representatives from Coca-Cola and WeChat, FMCG and the mobile Internet.

Why Coca-Cola first why why the annual marketing campaign platform on WeChat this platform, after the pinct exchange Coca-Cola basically in their own icoke.cn carried out. In the previous pincode exchange activities, icoke.cn single-day traffic in more than 2.5 million.

The Coca-Cola involved in the 9.9 billion caps pincode marketing activities from the system to the WeChat platform naturally have their own considerations.

Relatively fixed between the PC side of the page and the bottle cap pincode can not be far from the distance, due to time and space constraints, because many people do not have to go outside the computer to convert pincode, which makes the marketing activities greatly reduced. The mobile Internet will not have such drawbacks, due to the popularity of smart phones, coupled with WeChat's installed capacity and frequency of use, making micro-channel-based exchange platform can be more convenient for pincode exchange.

Of course, Coca-Cola has not only taken into account these, compared with the crude crude simple bottle, the consumer exchanging leave, leaving the bottle manufacturers to solitary number of different, pincode online redemption can serve as a retention user, access to data effect. For Coca-Cola, as many as 1% of the 990 million bottles of beverages participating in the event participate in the event, they can get nearly ten million user data and keep on the WeChat platform.

The potential of mobile marketing based on Weibo and WeChat is being valued by the traditional giants. In addition to messaging, fan interaction, customer service, and online trading, there are many more models to tap.

WeChat mind

Well before the WeChat marketing frequently shake their Weixin Why readily accept Coca-Cola's olive branch it?

From the recent series of actions in the circle of friends, WeChat refused to turn itself into a marketing platform, do not want marketing flooding in this platform. However, a highly-viscous communication platform has opened its doors to the brutal evolution of fans behind the WeChat public platform. The commercial empire and brand-driven mechanism of mobile end are being quietly achieved, whether they are happy or not.

We have predicted in the release of WeChat 5.0 that for Tencent, it is irreversible to build a public platform into a mobile service platform for merchants. Tencent took the first step in taking the second and third steps in cultivating the habits of merchants and users. Not only do businesses need innovative operations, but the media also need innovative operations. An effective way is for user analysis.

Currently WeChat this action process is still very cautious, for the introduction of WeChat development of high quality resources is what we want to see. Coca-Cola has a great brand and channel value for WeChat.

Earlier, Coca-Cola will be involved in this event 990 million bottles of drinks, which will reach 990 million bottles of beverage will reach all parts of the motherland. In the first and second tier cities, the development of WeChat has almost reached its peak. However, there is still room for development in the third and fourth tier cities and even the vast rural areas. How to promote WeChat to the secondary areas where these messages are communicated? The Coca-Cola with ample and deep channels is undoubtedly one Good carrier. This tactic is even more convenient and simpler than using the spring migration population to migrate, using the WeChat red envelopes to go deep into the third and fourth tier cities.

At the same time, in the FMCG industry, the brand value of Coca-Cola can be called the boss. Cooperation with such industry giants is a plus for WeChat. And if such a large-scale marketing campaign works well, it will give other high-quality manufacturers of the same type an exemplary role in demonstrating the potential of WeChat platform in marketing.

Such as Coca-Cola after the presence of high-quality manufacturers, WeChat payment, easy Xun electricity supplier will also benefit from behind to get development opportunities. The reason why WeChat rejected the so-called circle of friends before marketing, on the one hand, these things really pollute the social purity of the circle of friends, inconvenient to manage. On the other hand, these messy contents are not only WeChat, but companies such as Coca-Cola and McDonald's have only contributed to the promotion of WeChat's services.

No matter how people talk about WeChat in the mobile terminal in all areas bolted, the once chatting tool has become the context of the Internet and the reality. What brand of good play, will be staged?