Coca-Cola's O2O marketing: Bringing Santa Claus to the world

O2O mode status O2O is online to offline abbreviation, the Consultation statistics show: 2012 years ago 11 months, in the O2O market investment amount of nearly 7 billion yuan: 2012 China O2O market size of 98.68 billion yuan, is expected to reach hundreds of billions of dollars in 2013. At present, O2O not only in the mobile internet, vertical electric quotient, group buying and other subdivision areas have been widely used, even social media has begun to try O2O mode. However, the way in which O2O is used in social media has always been relatively singular, at present, there are three types of social O2O models in China, one is to deliver the discount information through social media, such as micro-blogging or micro-credit, which is not available for social media users, and the other is to deliver targeted discounts via micro-blogging or micro-letters. Consumers are required to carry out the original micro-blog or micro-credit information for offline consumption, you can get discounts or additional incentives, some businesses have forwarding requirements; The third is the merchant online store to set up two-dimensional code or the corresponding prompts, the consumers have been in the shop publicity, Encourage consumers to pay attention to business accounts through social media and post @ Merchants with extra discounts or extra rewards. Coca-Cola's new model of social O2O, Coca-Cola's interactive marketing director, Chenhui, said that after a study of the existing 3 main social media O2O, the business-based model was used in social media, too direct and commercial, the nature of social media, or emotional communication, And the existing way for the promotion of business and consumer emotional exchange function is very little, whether it is online to Offline, or Offline to Online, lack of two-way interaction. Based on this understanding, Coca-Cola in 2012 around Christmas, in the social media platform to try a new emotional O2O model, the implementation of the brand and fans love practice. This model is based on the principle of emotional marketing, using social media characteristics, do not take a simple profit or promote consumption for the purpose of the traditional model, but the pursuit of O2O with the fans to establish an emotional relationship, and through the line of two-way multiple interaction to reach the maximum level of social media, to achieve online to Offline Offline to online interoperability. To achieve two-way O2O, we must combine the consumer's immediate emotional needs and can trigger the online interaction of the means. Through the listening to netizens, to understand the audience in the enjoyment of the network times convenient, at the same time, the deep heart are longing for some of the past traditions bring emotional memories. They want to be able to miraculously take a postcard from the doorway, or a handwritten blessing from a friend or family member, from a postal mail that is delivered by a postman, on a daily basis, outside the mailbox, which is billed, advertised, and spam buried. Accustomed to watching the electronic screen uniform, the symbol of the ugly, people want to be able to see some with memories and character of the text, held in hand repeatedly read as if still feel the sender of the beautiful andMiss。 The survey also found that the majority of social media users now enjoy good food, send or receive gifts and other happy moments, will choose to send micro-blog and @ related friends, and this is the social media online and offline combination of the perfect contact. Based on this, on the eve of Christmas, Coca-Cola selected this in the electronic age almost ignored emotional transmission-postcard, and through the online @ recipients, offline for users and their families, friends to send the way, create and practice a social media O2O new model. Coca-Cola Santa Claus has a secret you must not know that the image of Santa Claus is brought to the world by Coca-Cola, which may be the world's greatest brand influence, although the old man does not have any brand name of Coca-Cola. As early as 1931, the Coca-Cola Company in order to highlight its in the public mind "happy happy" image, hire advertising illustrator Heitenschemb to create a corporate image of the Christmas poster. Haydn painted a red and white as the keynote melody, with a round drum belly, white beard and white hair of the amiable elderly, which is the 6 billion Earth people today in the eyes of Santa Claus image. Red and white two-color design and Coca-Cola red and white brand image of the same, and then let Santa become Coca-Cola never outdated, always full of Joy brand spokesperson. Based on Coca-Cola's unique advantage during the Christmas season, Chenhui decided to boldly launch a brand new account @ Coca-Cola Santa Claus to strengthen this round of marketing campaigns. Coca-Cola through the seeding way, to social media users spread Santa Claus and Coca-Cola brand A long history of this information, so that the overall official Bo group interaction, promote the campaign information matrix to the audience spread in the cold end of the year one of the most joyful elements-now the world of Santa Claus and Coca-Cola concept Chenhui to the "advertisers" reporter revealed that the introduction of Coca-Cola Santa Claus This new account, which deep consideration is still a fan of emotional factors. If Coca-Cola original brand official Bo account to convey the concept of Christmas fun, or active search keywords to interact, may not arouse the attention of fans, but filled with Coca-Cola elements of red and white Santa Claus, but will cause fans of curiosity and goodwill. In order to make Santa more image and stereo, in the number of days before the opening of the account, Coca-Cola Social Marketing Group also intensive meeting to discuss, set the tone and social sense of the account. "The social character of the Coca-Cola Santa account must maintain the same style that he gives to people-kindness, warmth, care and thoughtfulness." In front of Santa Claus, all the people are lovely need to surprise children! Dong Haoyu, a member of the Coca-Cola social media group, added. In the design of O2O interactive applications, Coca-Cola is based on the characteristics of social media users, to simplify the user process, covering more user groups as the principle, choose to use HTML5 technology, the Sina Micro-boping platform to build the app, improve the experience of mobile phone users. When sending virtual blessings online, Coca-Cola also uses automatic graphicSuccess can. This feature supports the automatic crawling of sender and recipient avatars to form GIF animated Christmas cards when a user issues a microblog, and is issued as a new post. Coca-Cola's new model of marketing activities of the warm courier (that is, send postcards) on the line after the active use of fans, whether it is online to send virtual postcards, or offline to receive a friend postcard, fans like to take the initiative to send micro-blog thanks and @ Coca-Cola Santa Claus and send friends The event was initially based on the number of 50,000 fans, estimated to have 20% active fans to set the participation level, printed 10,000 cards. Surprisingly, 10,000 cards were released 5 days on the campaign line, when the event to the 10th day, the first batch of users received postcards began to bask in the photo, triggering a geometric number of participants, fans at the speed of thousands of daily growth. During the event, postcards were printed 3 times, Coca-Cola fans grew by nearly 40%, and a microblog search found that Coca-Cola postcards submitted more information than actually sent. Working with the whole family of supermarkets in the O2O new model of Christmas activities, in order to enhance the marketing effect under the line, the Coca-Cola social marketing team for the "Coca-Cola Bottling Investment group and the whole family supermarket three cities in the offline cooperation" for social platform promotion, official account through the @ Coca-Cola Santa Claus account for O2O Weibo release , said Santa Claus airlift a large number of Christmas polar bear to the whole family supermarket, called on consumers to pick up the code for: 3 bottles of Coca-Cola series drinks. Chenhui said, "After the microblog was issued, the micro-blog on the day of the reprint reached more than 800, because the content is fresh and interesting, many large also used the original way the full text of our content, backstage data statistics show that the micro-blog and other original microblogging of the actual coverage of more than 2 million people, The microblog was released the day after it began with fans buying polar bears from supermarket to house, and on Weibo to get a talk on the number of polar bears. Purchase to the small bear's netizen follow-up and then Micro Bo on the post, reached two times spread, and the Coca-Cola polar bear elements spread to the national scope, caused by foreign fans to discuss, realize the spread of Offlineto online. In the O2O new model of Christmas activities, Coca-Cola also first tried the mobile phone ads targeted push function (Location Based ads pushing), through mobile advertising to choose Beijing, Shanghai, Guangzhou, the user-directed release of warm coordinates, to achieve online participation activities, Directly in offline to collect gifts and then spread to online. Coca-Cola on the eve of December 21, let Beijing, Shanghai, Guangzhou Three linkage, and held a completely social media-themed Christmas party. Online users can register to participate in micro-blogging interactive get tickets. In the party, users can be at any time to send micro Bo and not to the scene of friends to share the situation, and through micro-Bo shooting two-dimensional code directly in exchange for drinks, food, gifts and participate in the lottery. Micro-blogging in actionPlay the wall interaction, so that in the three at the same time participate in the activities of netizens and not participate in the activities of the user to carry out full interaction. Activities after the end of the event set the label # Coca-Cola Christmas Party # has been mentioned more than 20,000 times, more than the actual number of participants more than 60, Coca-Cola official account in the party a total of 10 posts, the highest single posts covered by 800,000, the day of Coca-Cola all posts covered by 3.18 million Not only created a new social O2O model, but also completed a two-way social media marketing initiative.