There’s no doubt that Coca Cola knows how to connect with its customers – and there’s no better way to connect with your customers than through experiential marketing campaigns.
Experiential marketing campaigns do what they say on the tin – especially when it’s such an iconic and instantly recognizable tin. Instead of customers watching an advert, they get to take part in and ‘live’ the experience. This form of guerrilla marketing has become an important part of modern strategies and relies on the ‘audience’ being unaware that they are taking part. Coca Cola successfully launched three campaigns that revolutionized the way we look at marketing of this sort. Let’s take a look at them as well as other phenomenal campaigns.
Move to the Beat
The ‘Move to the Beat’ campaign was devised in to promote Coca Cola’s position as one of the sponsors of the 2012 Olympics. The marketing manifesto was that the company should stay away from traditional style campaigns and go for something a little more esoteric. They devised a strategy around the ‘liquid’ aspect of the drink, working on the idea that anything they came up with should be able to flow through any medium.
The result was a song that represented the beat that we all move to. Based on algorithms and data, producerMick Ronson was able to create a formula for the ‘beat’ of our lives. The song went viral and global within hours of its release.
Unleash your Inner Bond
A much simpler concept was designed to promote the release of the most recent James Bond film, Skyfall. Once again, the marketing bods had to come up with a concept that would resonate with everyone who took part or saw it. Their idea was that we all have a James Bond inside us just waiting to get out, and this campaign would give it a chance to happen!
A fake Coke machine was installed at Liverpool Street Station in London. Anyone going to buy a drink was greeted with the message that they had 70 seconds to get to another platform – and win a prize. As would-be-Bonds hared through the station, pre-planted buskers and singers would strike up the Bond theme-tune, alerting other members of the public to what was going on.
The intrepid adventurers also faced obstacles in the form of people, dogs and even fruit, adding urgency to their quest. If they got to the next platform in time, all they had to do was sing the Bond them and receive a pair of tickets to the premiere screening. The resulting video was watched over five million times in its first week and received almost 5,000 comments on social media.
The Happiness Machine
The Happiness Machine was an even simpler idea that garnered staggering results. A fake vending machine was put in a college campus. Thirsty customers were rewarded with seemingly-endless bottles of Coca Cola. Secret cameras filmed their delight at receiving freebies and the moments of joy as they shared their bounty with others.
The challenge set to the marketing folk was to create a marketing campaign that recorded moments of genuine and unexpected happiness; The Happiness Machine ticked all the boxes and was seen by over 15 million people in its first week of release. Not bad for a $60,000 commercial!
Similarly, on the launch of their new animated film, MegaMind, DreamWorks organised something they called ‘Mega Month’, in which participants were invited to take part in ‘Mega-events’. One of these was to establish a world record for the largest number of people dressed as superheroes in one place. Thanks to the exposure given to this attempt, 1,580 superheroes turned up, creating a new world record. This paid off for DreamWorks in more ways than one. On top of the 13 TV reports about the event, 58 online news sites reported it and, overall, it’s estimated that it was communicated to approximately 54 million people around the world.
Do you have any other favorite marketing campaigns?