Coca-Cola’s mobilized billboard
engaged narcissistic Gen Z, delivering 350M social impressions
Looking to build on the success of
its 2014 Share a Coke campaign, Coca-Cola integrated a Times Square billboard
with a mobile activation this summer that helped passersby to seamlessly engage
with the brand across multiple channels.
The digital billboard encouraged
those in Times Square to enter Tweet their first name and see trivia related to
their name show up on the screen and receive a photo when it appeared that
could be shared. During a three week period, the What’s In a Name campaign
generated 5.4 million audience impressions, 350 million social impressions and
42,000 social posts with the #COKEMYNAME hashtag.
“We couldn’t have done this
without a real-time mobile strategy,” said Jeff Tan, vice president and
director of strategy at Posterscope USA.
“Almost all of the interactions from Twitter came from mobile devices,
with the overwhelming majority of inputs within the immediate vicinity of the
Times Square billboard.
“This campaign worked well because
it matched a key consumer insight – self-promotion and wanting 15 seconds of
fame – to an activation, giving consumers their 15 seconds of fame on a huge
Times Square billboard,” he said. “Further, it demonstrates the willingness of
consumers, particularly Gen Z’s, to interact with OOH using their mobile.”
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