Tag: coca-cola

Coca-Cola Targeting Ads According To Your Instagram Posts

Posted on by Lab Team

What Happened
In an innovative twist of using social listening for targeting, Coca-Cola’s new ad campaign is targeting people the photos they shared on Facebook and Instagram, instead of the text they posted. The idea is to gauge user interests based on the images they share on social media and serve up relevant messages across other digital channels. For example, if you posted Instagram photo of the picnic you had over the weekend, and there happen to be a jug of iced tea somewhere in the mix, Gold Peak, a Coca-Cola-owned ice tea beverage brand, could target you with ads while you read an article online or checked the weather on a weather app.

What Brands Need To Do
We have entered an image-first era on social media where many people have chosen to prioritize sharing photos and videos over texts. After all, a picture is worth a thousand words. And thanks to the recent advances in image recognition and machine learning technologies, this trend provides brand marketers with a new opportunity to discern the interests of their audience and get a better understanding of contexts they are in. More brands should start expanding their method of customer data acquisition to incorporate image-based data collection and leveraging it to optimize the relevance of their ads.  

For more information on how brands may tap into the transformative power that machine learning will bring to marketing, please check out the Augmented Intelligence section of our Outlook 2017.

 

Source: Digiday

MWC 2017: Coca-Cola Wants To Plug AI Into Ad Creation

Posted on by Lab Team

What HappenedIn an AdWeek interview at the Mobile World Congress, Mariano Bosaz, global senior digital director of Coca-Cola, said that he’s partly in Barcelona to check out the latest development in artificial intelligence and see if it can help with ad creations. According to him, Coke is interested in using artificial intelligence to improve content, media, and commerce, especially in streamlining the ad creation process and experimenting with automated narratives.

What Brands Need To DoAs artificial intelligence technology continue to advance, more and more brands are starting to incorporate AI solutions into their marketing and business practices. In January, Toyota launched a campaign that is partially generated by IBM’s machine learning program Watson, and last month, H&R Block integrated Watson into its tax filing system to helping people maximize their tax returns. So it makes perfect sense that Coca-Cola would want to jump on the bandwagon as well. The kind of personalized user experience and product recommendations that AI can offer based on data and user input is valuable for brands. Therefore, brand marketers need to consider how they can use their customer data to provide personalized experiences with the help of an AI engine.

 

Source: AdWeek

McDonald’s And Coca-Cola Sponsored “Carpool Karaoke” For A Viral Ride

Posted on by Lab Team

What Happened
Coca-Cola and McDonald’s teamed up to take a ride on the viral side in a joint campaign. To kick things off, the two companies sponsored the latest installation in the popular “Carpool Karaoke” series, part of  James Corden’s late night talk show on CBS, for some prominent product placements. In the video, which has racked up over ten million views on YouTube in the first three days after publishing, singer Selena Gomez and Corden drove to a McDonald’s drive-thru and ordered some French fries with two cups of Coke, which stayed on screen for about four minutes.

In tandem with the sponsorship, the parties involved are also launching a sweepstakes campaign in McDonald’s stores. Customers can enter it by using the Shazam app to record themselves singing to the songs featured in the video while holding custom Coca-Cola cups with lyrics printed on them. Winners will be treated to an all-expenses-paid trip to L.A. to attend a taping of Corden’s show and receive a year-long reward from StubHub.

What Brands Need To Do
This joint campaign is a great example of how brands can reach viewers who are watching less linear TV by sponsoring digital content and then amplify the impact with a corresponding campaign that encourages customer participation. With 70% of U.S. internet users now watching TV content via OTT streaming services, brands gain new opportunities to reach consumers with branded content that is as discoverable as traditional media content, thanks to advanced TV interfaces. Therefore, brands should consider working with popular content creators for product placement or creating branded video to reach those viewers.

To read more on how brands can reach viewers on OTT platforms, please check out the Appified TV section in our Outlook 2016.

 

Source: AdWeek

Header image courtesy of The Late Late Show with James Corden’s YouTube video 

How Coca-Cola Created A Buyable TV Ad

Posted on by Lab Team

What Happened
Coca-Cola Israel teamed up with Gett, a car-hailing app popular in Israel, to create a TV ad that prompts viewers to buy a package with two bottles of Coke and a branded mini-cooler. Using an ultrasonic audio signal technology developed by startup DOV-E, the TV ad activates smartphones with the Gett app installed to deliver a notification which users can swipe to see the offer and make the purchase with one tap. Orders will be delivered straight to their door by Gett within minutes.

What Brands Need To Do
This innovative ad is a brilliant example of marrying on-demand delivery service with traditional TV commercials via the second screen, thus making traditional TV ads interactive and buyable. As consumers get increasingly accustomed to the convenience and expedition offered by ecommerce leaders like Amazon and on-demand delivery services, it is imperative that brands, particularly those in the retail and CPG categories, start exploring new forms of advertising and adding interactive, digital layers to their traditional ads to engage viewers and move them down the sales funnel.

For more information on how smartphone-powered shopping experiences are impacting the customer journey, check out the Boundless Retail section in our Outlook 2016.

 

Source: PSFK


Header image courtesy of Gefen Team’s Vimeo Video

Coca-Cola And McDonald’s Test Makeshift VR Viewers

Posted on by Lab Team

What Happened
Two of the most well-known brands on the planet have coincidently started to offer makeshift virtual reality viewers made from their product packaging this week. Coca-Cola shared in a YouTube video how to make VR viewers out of its cardboard boxes in three different ways. And McDonald’s launched a promotion in Sweden where it invites kids to turn Happy Meal boxes into VR viewers. Dubbed Happy Goggles, some 3,500 of those boxes will be available at 14 McDonald’s stores over the next two weekends. The fast-food chain also created a ski-themed VR game, “Slope Stars,” for use with the goggles.

What Brands Need To Do
Still a nascent medium, virtual reality holds great potential in helping brands engage consumers with immersive experiences. But the high price and limited availability of VR headsets hinder mass adoption. Both brands took inspiration from Google’s low-cost VR viewer Cardboard and made their own branded versions via innovative packaging design. For brands seeking to stay ahead of the digital curve, these two examples make a good case for experimenting with VR devices and content to provide customers with added value.

 

Sources: Geek & AdWeek

Coke Partners With iHeartMedia to Target Teens With Podcast

Posted on by Lab Team

What Happened
Coca-Cola is teaming up with iHeartMedia, parent company of popular internet radio network iHeartRadio, to target teens with a branded podcast. Named “iHeartRadio First Taste Fridays With Coca-Cola,” the podcast is billed as a source for “first tastes of the hottest new music and behind the scenes artist interviews.” This partnership marks iHeartMedia’s first foray into podcasting, a medium that has sparked renewed interest from marketers following the runaway success of Serial last year.

What Brands Need To Do
Podcasts provide a growing opportunity for brands to reach a targeted niche audience of specified interests with sponsorships and native ads. A recent study also found podcast listeners are usually active users of social media and are more likely to follow brands. This branded content deal cements podcasting’s place in mainstream media landscape as a burgeoning marketing channel, which brands of all types should heed to.

 

Source: AdAge

Are Branded Emojis The New Ad Unit for Twitter?

Posted on by Lab Team

What Happened
Coca-Cola has partnered with Twitter to unveil a new custom emoji as part of its “#ShareaCoke” ad campaign. Previously, Twitter had only introduced these custom emojis for special events, such as promoting the upcoming new Star Wars movie and the VMAs, but never as part of an ad deal. The beverage company also seems to be working with social influencers, as evidenced by this tweet from famous racer Danica Patrick.

What Brands Should Do
Given the enduring popularity of emojis, it’s not hard to imagine Twitter continuing to sell custom emojis as a new ad unit to brands that wish to make a splash on the social platform. Brands that wish to try it out would be wise to start early, as the novelty might start to wear off once more branded emojis get introduced.  

 

Source: TechCrunch

Header image courtesy of The Coca-Cola Co. on Twitter

How Coke Zero Added Value To Its TV Ads Using Shazam

Posted on by Lab Team

What Happened
Coca-Cola launched a new campaign for Coke Zero that employs tune-identifying and mobile discovery app Shazam to add interactivity to its TV ads, which feature well-known ESPN personalities asking viewers to use the Shazam app during the ads to instantly receive a digital coupon for a free 20-ounce bottle, redeemable at select stores such as 7-Eleven, QuickTrip, Speedway and Domino’s.

What Brands Should Do
With its audio-detecting and redirecting capabilities, Shazam could serve as a bridge between the primary screen and the second screens. This new Coke Zero campaign marks the first time a brand offers real value to its audience with digital coupons via Shazam, whereas previously brands mostly integrate Shazam into their ads to redirect viewers to destination sites. As more and more consumers turn to mobile devices, it is imperative that brands come up with interactive solutions like this one to engage with the audience.

Source: AdAge

How Brands Are Infiltrating The Major eSports Events

Posted on by Lab Team

What Happened
Thousands of video game enthusiasts gathered at Madison Square Garden this weekend to spectate the North American League of Legends Championship Series, proving once again that electronic sports, or eSports, has legitimately taken off as a new breed in the sports industry.

And as with any big sports event, many brands were present to capture the gamers’ eyeballs through sponsorships. Coca-Cola partnered with game developer Riot Games for prime placement as the sole official advertiser at the venue. Many other brands, including HTC, Geico, and Logitech, chose to sponsor individual teams and scored some on-stage presence with branded hoodies that players wore.

What Brands Should Do
eSports is a relatively new phenomenon that has been quickly gaining momentum in the past few years, amassing an audience size that could rival most programs on cable channels today. According to AdAge, eleven thousand fans jammed into Madison Square Garden on each day of the sold out event, with over one million more watched on streaming channels like YouTube or Twitch, whereas the majority of cable programs today rarely break one million in live audience. So if your brand is going after young millennial guys, eSports events provide a great platform to reach them.

 

Source: AdAge  

Header image credit: Chad Stoller

How Coca-Cola Tapped Proximity Tech For Precise Retargeting

Posted on by Lab Team

What Happened
Coca-Cola worked with Norway’s CAPA cinemas and VG newspaper on a recent test campaign that leveraged Unacast’s beacon technology into high engagement and precise retargeting. The campaign ran on CAPA’s own app and targeted moviegoers with a free coke coupon, which 24% used. Unacast collected data about these users so that when any of them opened the VG news app, they would be retargeted with a Coca-Cola ad offering them a free ticket to be redeemed at the movie theater. The campaign proved successful, with 60 percent clicking on this ad and 20 percent redeeming the offer.

What Brands Can Do
As mobile-based proximity technology continues to mature, beacon-powered targeting has been winning over retailers with a high ROI, scalability, and precise targeting capabilities. For brands that are looking to connect their physical stores with digital assets, now is the time to tap into new applications enabled by beacons to create a holistic consumer experience across platforms.

 

Source: Mobile Marketer