Mobile marketing blog

Back in 2007 Coca Cola stormed into the mobile advertising marketplace with click-to-video mobile ad technology. "Coke is eager to reach its customers on the mobile phone as it is a highly personal device." said Tom Daly, group manager for strategy and planning at Coca Cola. Around the same time Coke produced a WAP only social network called the Sprite yard. Subscribers text a short code and receive a link to register, they can follow the link, login and begin socialising through the WAP site. The idea was to offer free wallpaper, ringtones and multimedia promoting their recent brands alongside advertising their latest offers and products.

More recently Coca Cola positioned point of sale promotions encouraging consumers to text a keyword to a short code and in turn receive a free drink. A text based voucher code allowed them to claim a bottle of Dr Pepper, Sprite or Fanta through Paypoint technology. Coca Cola received great feedback from retailers and customers, and the campaign was said to be a complete success.



Somewhat predictably Coke further promoted the aforementioned brands in July 2009 by offering 50 pence credit with each purchase. All shoppers had to do was text a keyword to a short code from the drinks packaging and their phones contract or balance received credit within 48 hours. Once again sales peaked and their strategies proved to be sound.

Many other brands including Uniliver are already experimenting with coupon based promotions. Could mobile marketing work for you?