Micro-letter + Coca-Cola: Opening a new mode of Cross-border mobile marketing

Abstract: Read: I believe that many readers of Coca-Cola last year's summer nickname bottle case still fresh memory, did not wait long, this time Coca-Cola and micro-letter together, and the focus from the bottle to the cap. "Recommended reading" "Case" Southern micro-letter, from

Guide: I believe that many readers of Coca-Cola last year's summer nickname bottle case still fresh memory, not how long, this time Coca-Cola and micro-letter "Together", and the focus from the bottle to the cap.

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In addition to the body, bottle caps are the most commonly used by beverage manufacturers, such as early rage "another Bottle", many brands have tried. As consumers become accustomed to marketing strategies such as "Free tasting", "Special Sale", "premium" and "bottle-body Changed", the beverage brand, as FMCG, begins to seek new strategies.

In recent years, Coca-Cola in China has conducted a number of innovative marketing attempts, in 2005, opened a network platform Icoke http://www.icoke.cn/, the traditional marketing model with the Internet platform, through a series of icoke-themed activities for consumers to create an online community, and use the originality of the activities of multi-channel communication with young consumers to enhance their recognition of Coca-Cola brand. In the past 2013, to cater to the younger generation of consumers, Coca-Cola launched new packaging for the Chinese market. Dozens of internet nicknames were printed on Coca-Cola bottles, including "cargo", "small freshness" and "white Beauty", and the most popular nicknames of the moment. Through a variety of event marketing, app Marketing, different industry cooperation, hunger marketing in the network to improve the volume of sound to the extreme, become the 2013 brand marketing representative case. March 3, Coca-Cola and micro-letter for Cross-border cooperation, open "3PM afternoon smooth win" activities. It is understood that the event by Coca-Cola and micro-letter, Xun tripartite cooperation launched in the micro-letter on the establishment of Coca-Cola Interactive session, users to buy Coca-Cola, input caps on the pincode, you can get involved in the second kill chance.

To tie in with the event, Coca-Cola has prepared 990 million bottles of Coca-Cola, Sprite and Fanta on a nationwide scale with micro-letter logos. Coca-Cola for the event launched a special 15-second advertising also began on March 3 in the country's major satellite TV broadcast. The idea of the event began to spread across the social platforms.

As the first electric shock of the three parties, this event is the first time Coca-Cola in the mobile phone to try to exchange activities, and micro-letter as a platform to support the creation of interactive offers at the mobile end of the new play. It is the real meaning of the retention of users for customer management, business marketing opportunities. The three brands cross border cooperation has several noteworthy points:

(1) The traditional beverage giant to the micro-letter to show good, try the line under the new interactive mode. Micro-letter for the meaning of the brand without much to say, many brands want to grab the opportunity. Coca-Cola in mobile marketing has been a lot of exploration, but also made a number of representative cases. This time, Coca-Cola with the use of micro-letter at the mobile end of the penetration, in addition to effectively enhance the participation of the activities, to narrow the distance with young consumers, will inevitably bring positive impact on sales.

(2) The first use of commodity pincode and mobile Internet in the form of integration, the offline scattered consumers to the online retention of interaction. 990 million bottles of Coca-Cola bottle will appear in the micro-letter brand, through online and offline close linkage, users will be tied up with the micro-letter public account, retained users, Coca-Cola to cultivate loyal fans, greatly increased the previous Pincode exchange points after the user stickiness, improve the pincode feedback value.

(3) The tripartite cooperation, inspired more enterprises in micro-credit marketing innovation, and thinking of the change. is no longer the carrier of information dissemination, is no longer a simple information push, fan interaction, customer service, online trading any single mode, through the joint resources, marketing, easier to achieve transformation. Believe that a large number of FMCG enterprises are waiting, because cooperation for all businesses are an opportunity, for example, Master Kang "another bottle", if with the current big hot social media micro-letter bundle, wipe out the new mobile internet era marketing opportunities. Only, can with micro-letter and Xun cooperation, not the general brand can do.

How to play micro-credit marketing? Many brands have done a number of representative cases, China Merchants Bank's "Love Drifting bottle" User interaction cases, micro-letter users with "drifting bottle" function to pick up the merchant bank drifting bottles, after the reply to China Merchants Bank will pass "small integral, micro-charity" platform for autistic children to provide help. Shenzhen coastal city of the micro-letter membership card case is also a number of brands to follow, micro-letter users as long as the use of micro-letter scan Coast city exclusive two-dimensional code, you can get a free coastal city mobile phone membership card, with this enjoy a number of coastal city merchants preferential privileges. And Starbucks natural wake up and Durex to chat more is marketing people know. This time Coca-Cola's cooperation with the micro-letter has opened up a new paradigm for Cross-border mobile marketing.

Micro-letter of the main consumer groups for the younger generation, this and Coca-Cola increasingly younger brand image is also consistent, through the young people popular online shopping form and micro-letter interaction method and the very pleasure of "Chang Shuang seconds Kill" activities, can further narrow the distance with young consumers. and Coca-Cola activity, integration line on the online advertising resources, micro-letter using its own advantages in the mobile side to provide marketing and service scenarios, branding and sales and promotions more closely combined, for other brands in mobile marketing provides a reference. "Micro-letter + tick-tock Taxi" fire, "micro-letter + New Year Red envelopes" fire, "micro-letter + Coca-Cola" will receive the consumer's hot, become the 2014 Cross-border Mobile Marketing Representative case.