How to let consumers play together? Coca-Cola's "node" Marketing sample

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"When I sold you the product, our relationship was not over, it was just beginning," he said. "This is the Internet era particularly valued the concept of users, that not only sell products, but through the product of this medium, and consumers in a certain time, the scope of the formation of continuous interaction, and thus complete the spread of the brand." Generally speaking, the handset, the computer, the television and so on consumer electronic product is easier to do this, in reality also has many good cases. But it is a natural problem for FMCG. Because the product is relatively simple, the purchase decision is simple (a few seconds), the end is also fast (can be thrown away after use).

In the past, FMCG companies are more than the hope that through high-intensity advertising and other means to increase the frequency of consumers, strengthen the brand image. In short, this connection is more through time nodes (special moments, such as festivals), space nodes (specific activity scene) to achieve, but in the social media era, there are some new nodes can be dug, the old node has some renovation of the play? may wish to see some of the drinks king Coca-Cola play.

One, Content node

Speaking of Coca-Cola's marketing case in recent years, we can not but mention last year fire a nickname bottle phenomenon, about this classic case analysis has been a lot, here only to mention a little. Is the content of this case the original of Coca-Cola? In fact, the use of Coca-Cola to disseminate content, such as "High Handsome", "cock silk" These words are already on the network of content, these words and "unknown" such as network abbreviations, are the current network era of the popular label, also. Coca-Cola only picks up the "personification" of the words, and these words conform to Coca-Cola's own brand culture and then print it onto Coca-Cola bottles.

The real creation of these words is actually the ordinary young people in society, they may be the consumers of Coca-Cola, they create these words to express themselves, Coca-Cola and the content of the node "back to" themselves.

The key is, seemingly such a simple idea, why only Coca-Cola thought and a fire? I think the Harvard Business Review answered this question in an interview in 2011. Cmo--joe Tripodi, the Coca-Cola Company, pointed out that as a consumer goods company, it must be understood that consumers can create more information than you, and that consumers, not you, have your brand.

In other words, good social marketing case, does not need you to brainstorm a ground-breaking idea, each time has its own content node, these content node creator is likely your consumers. Fast consumer goods company as long as to listen to consumers to create the "content", to find the content of your brand to spread the node is enough. As Joe points out, the role of Coca-Cola should be the host, not the broadcaster or the preacher.

In contrast to the case, Li-ning company is famous for the failure of the case, and Li Ning wants to use "" "this content node to complete a brand revolution, but," "" This content node, is not Li-Ning company's main target customer groups advocated by the content. In other words, Li Ning just forgot that it was the consumer, not the fact that Li Ning had the brand. When a brand is created and lived for a long time, it is like a writer who creates a character, it has an independent life. The reader will not easily allow the author to change all this, just as the Sherlock Holmes fans do not allow Doyle to kill their minds, as the company tries to use another concept to forcibly replace it, failed.

Second, the emotional node

People who go out to travel must have this experience, many tourist attractions will send you some brochures, every one of the attractions, you cover a chapter, in a seemingly more formal way to confirm so-and-so "to this trip." For the average person, this is also a way to brush the sense of being. This is actually a kind of emotional tipping point, can arouse the feelings of good feelings in people's hearts.

Last year, Coca-Cola and PA started working together to move this to the mobile Internet. One of the features of the snap is photo filter work. Previously, the pop watermark filter only for Li Bing and Jay Chou director of the film "Tiantai Love" opened the privileged service. Coca-Cola, in order to match the nickname bottle activities, in consultation with the PA staff after the communication, decided to order the introduction of Coca-Cola exclusive Watermark, try to advertising marketing from the photo watermark, so that everyone in the picture when the brush to the sense of existence, and through the PA share to Sina Weibo, Tencent Micro Bo, QQ space, micro-trust friends Circle, Renren and so on. As a result, over two weeks after the watermark filter was online, more than 20,000 images were added to a watermark filter with Coca-Cola nickname bottles on the PA.

In this case, the difficulty lies not in the discovery of the emotional node, but in how it is "realized". In the past, Coca-Cola may use a tender form of advertising to facilitate the detonation of this "emotional node", but in this case, Coca-Cola thought of using a pop watermark this electronic imprint form, provides a new possibility.

Third, time node

In the Internet era heap time node to use the best case, the first push Ali invented the "double 11" and now the general use of the Electronic business site of the second kill play. The emergence of electricity, change the people's consumption time laws, such as before, holiday leisure time is the peak of people's shopping, because the work time people can not leave the office to go shopping malls, businessmen often choose this time to promote. But e-commerce changed all this and formed a new sales time crest with its own rhythm.

Coca-Cola recently cooperated with Xun to try to get a 3 o'clock in the afternoon-timed second kill activity. Choose this time, the reason is that Coca-Cola thinks, 3 o'clock in the afternoon is the office workers are more tired, not concentrating on the time, in many companies, 3 o'clock in the afternoon is the afternoon tea break, when people browse the electric business site to online shopping chances will also greatly increase.

Iv. Space Nodes

"Where the consumer appears, we're going to be there." Coca-Cola, the FMCG company, usually emphasizes this principle. So giants like Coca-Cola and Adidas will spend their years sponsoring events such as the World Cup and the Olympics. Because in a specific space such as the arena, the consumer's attention will increase exponentially. But in the mobile internet age, people go out less, but in the virtual space of the network "everywhere." They will not only watch the game, but also share their feelings through the Internet or the mobile side, and how to do social marketing is nerve-racking.

Coca-Cola's new marketing plan is still unknown in June 2014, when Brazil's World Cup is about to begin. But at the 2010 World Cup in South Africa, Coca-Cola headquarters, with FIFA FIFA exclusively filmed a 60-minute "Coca-Cola 2010FIFA World Cup Classic goal celebration action review" on the Internet to play, including the 94 World Cup Bebeto Cradle Dance, 90 World Cup with Uncle Mira twisting his butt. and an exclusive revisit to the famous players who made history. The problem is that it's more like a World Cup goal collection, and why does Coca-Cola think of filming such a documentary, and what does it have to do with the spread of Coca-Cola's brand?

One of these lenses may give you some insight. It turns out that 20 years ago in the 1990 World Cup, Uncle Mira led Cameroon to the World Cup eight, this is not only the African team for the first time in the World Cup eight, but also to date the best results. When the uncle Mira like to go to the corner flag area to twist the buttocks, because some kind of strange, just at that time the venue side billboards playing ads is Coca-Cola! Uncle Mila and Coca-Cola were framed by TV cameras in history, Coca-Cola staff found this accidental occasion, so new bottles of old wine, reuse, Played at the beginning of the documentary. The 2010 World Cup is also the first time on the African continent, Coca-Cola's documentary film Can arouse Africans to 20 years ago the infinite good memory, spread has been surprisingly good effect.

In this case, Coca-Cola has spread past historic space nodes in conjunction with current hotspots. Seemingly accidental, but there is still universal reference to the significance.