The Coca-Cola Company ran a mobile campaign to accompany the launch of Coca Cola Zero in Thailand.

The soft drink giant tapped Celltick to power the mobile initiative at Coca Cola's exclusive music festival, Coke Zaah. The campaign targeted young adults and was meant to engage this audience in a fun way to build hype and excitement around the launch event in Central World, Bangkok.

"The main goal was to get young adults to taste the new coke," said Golan Shaked, vice president of marketing and media services at Celltick, Herzliya, Israel. "The challenge was to move them from a passive customer into an active one.

"Coca-Cola used the mobile phone as a medium which is popular among the young adult age group," he said. "They used Celltick's location based broadcast capabilities to get young adults to make an impulse decision and visit a festival near them."

A Coke festival was put together in central Bangkok featuring some of Thailand's leading bands and celebrities. Tasting booths were placed around the festival grounds to allow people to taste the new drink and get branded gifts.

Messages delivered to the idle screen of target users' mobile phones promoted the time and location of the event as well as including a free gift call to action.

Messages were broadcast to users' mobile phones through Mlive, an exclusive service powered by Celltick's LiveScreen Media Technology.

Messages read, "Visit coke festival at central world mall, click OK and get free gift."

During the campaign which ran for five days, users were given the opportunity to download exclusive vouchers which could be redeemed simply by flashing the SMS message at the festival.

The overwhelming response to the campaign significantly exceeded the target of 15,000 SMS voucher downloads from an estimated 650,000 viewers in Central Bangkok.

This wasn't Coke's first stab at mobile.

The company targeted tech-savvy consumers in their 20s with two new mobile applications created to push its Fanta soft drink.

Additionally, Coca-Cola ran a new mobile marketing campaign in Germany that incorporated its signature Coca-Cola Christmas song.

Coca-Cola Great Britain launched a mobile portal designed to appeal to a new generation of Diet Coke drinkers. The portal, called the Diet Coke Silver Room, combines celebrity gossip, fashion, music, film, games and green issues with member offers linked to the Coke Zone loyalty program.

"Celltick's role was to sell the campaign to Coke's media agency," Mr. Shaked said. "We also assisted the creative team in creating teaser and message flow which are appropriate for idle screen campaigns as opposed to mobile Internet or SMS.

"Celltick also handled the ad placement and monitoring of results," he said.