Coca-Cola exec claims mobile underpins entire Olympic Games strategy
By Chantal Tode
May 21, 2012
The My Beatmaker iPhone app
In its largest digital campaign ever, Coca-Cola leverages music to target teenagers and bring them closer to the Olympic Games, with mobile playing a key role.
The Move to the Beat campaign includes the My Beatmaker application for smartphones, which enables teens to create their own beat through the motion of their phone. The mobile aspect of the campaign will be activated in more than 50 countries around the world with QR codes in store, SMS activation at live music events, links within the brand’s desktop and mobile experience for the Olympics and augmented reality associated with packaging.
“Mobile is at the heart of many teens' daily lives, connecting them with their family, their friends and their world,” said Kim Siler, mobile brand strategy, global connections at Coca-Cola Co., Atlanta. “Mobile, in turn, is at the heart and foundation of our strategy for London 2012, amplifying those connections with music, relevant content and movement.
“Within The Coca-Cola Company our marketing strategy relies on an approach we call Liquid and Linked, allowing our message to spread and reach teens around the world,” she said. “Mobile is the foundation to delivering on the Liquid and Linked approach.
“Every aspect of the mobile strategy is connected and integral to the overall story for teens to Move to the Beat of London 2012.”
As social as possible
The biggest difference between the Move to the Beat campaign and Coca-Cola’s previous efforts is the goal to have the story be as social as possible so that it travels globally, per Ms. Siler.
With a growing number of consumers worldwide using mobile devices to access social networks, the mobile activations are designed to help support this goal.
The My Beatmaker app uses Zooz technology to detect the movements of the phone and transform them into unique sounds.
The My Beatmaker app is available for free download from the Apple App Store and Google Play.
Users can also create and upload their beat via the mobile Web Create my Beat site.
The campaign also includes an SMS program targeting audiences in countries such as China and India. Teens can sign up to receive SMS alerts about the campaign that include facts about the athletes and artists as well as content such as quizzes that are related to the Olympic Games.
Consumers will be able to opt in for the SMS program directly from Coca-Cola’s mobile Web and desktop experience for the Olympics at www.coca-cola.com/theolympics.
Users will be able to tailor their communication to the general program, sports or music. Coca-Cola will deliver updates, exclusives and links to provider deeper experiences.
The effort also includes the Create my Beat desktop app, which creates individualized beats by mixing a user’s personal musical preference and their sporting interest with their online social media footprint. The personalized experience can be uploaded to The Global Beat, an online community bringing together the beats to create an evolving global music collaboration.
Inspiring youth via mobile
The centerpiece of the campaign is a song created to be Coca-Cola’s anthem for the London 2012 Olympic Games called Anywhere in the World.
The track features Grammy award winner Mark Ronson, who met with young athletes around the world to record the sounds of their sport and incorporate these into the finished song. British performer Katy B provides the vocals.
“Our ultimate ambition always is for Coca-Cola to inspire moments of happiness among youth,” Ms. Siler said. “For the Olympic Games, we are going to use something that they deeply care about: music, to provoke conversation. Get them to connect with each other and with sport.
“In doing so, we are also helping the IOC deliver their ambition for London 2012: deliver a Games that inspires the youth of the world,” she said.
“Our mobile plan will allow teens to connect to music and each other like never before, allowing them to participate, through mobile, through music, and be a part of a global experience in a very personal and interactive way.”
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