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Coca Cola Mobile Marketing

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Information about Coca Cola Mobile Marketing
Business & Mgmt

Published on March 4, 2009

Author: kmto

Source: slideshare.net

Description

Übersicht zu den mobilen Aktivitäten der Coca Cola GbmH, zu den Bestandteilen der Strategie und verschiedenen Maßnahmen.
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Chancen und Herausforderungen im Mobile Marketing Robin Karakash Marketing Communications Senior Media & Interactive Marketing Manager, Coca-Cola GmbH München, 22. Januar 2009 22.Januar 2009 Vision Awareness > Consideration > Purchase > Loyalty Das alles durch ein mobiles Gerät

Within Arm’s Reach Of Desire

Strategischer Filter Reichweite & Größe Marken-und Kampagnenfit Zielgruppenfit & Relevanz Integrierbar Messbar Interaktivierung / Leichter Einstieg

Bluetooth Poster Interaktivierung OOH Interaktivierung

STROER! Coke Xmas Interaktivierung

Integriert aktivieren Interaktive und integriert /Fanta

Handelspromotion Fanta Handy'loha Mio. aktivierte Flaschen 55 verschiedene Mobile Specials 6.000 aktivierte Outlets PR Integration in BRAVO, TV: Promotion Tag-On Bravo Girl & Bravo.de 18/1 OOH Poster Online Verlosung Eindeutige Mehrwerte schaffen

„Mobile“ EINLADUNG in eine interaktive Welt Classified - Internal use Fanta WAP-Portal Content Experience Gewinnspiel Produktwelt Download Zone

XMAS Content Since 2003 Coca-Cola activated mobile in a great variety Fanta/ Flaschenpost CokeFridge CokeFridge Engagement/ goes mobile: WAP 2.0 Coke Activation: Handy’loha: Christmas Coke CokeFridge Activation Fanta/Sprite Application 2003 2004-05 2007 2006 2008

Aufwand MROI und Kosten Kunden Standards Guidelines Relevanz (Pull vs. Push) Mehrwerte schaffen Think in Content & Think Integrated Execute with Consumers in Mind Measure Reapply

Robin Karakash Marketing Communications Senior Media & Interactive Marketing Manager, Coca-Cola GmbH rkarakash@eur.ko.com 22.Januar 2009

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