SMS Used to Promote Coca-Cola in China

Coke-Cola ran a SMS-based "Coke Light -Lemon flavor " promotion in Shanghai, China this January .This wireless campaign breaks new grounds by getting consumers to interact with the TV ad for this new product launch. The SMS element is advertised through a scroll line on a television advert. This promotion has garnered some 200,000 messages from Shanghai consumers in a 30 day period.

Consumers watching the new Coke light lemon TVC are asked through a scroll line to type in CL & send it to 8558 by SMS to participate in this contest & win a mobile phone. The promo involves users being asked 5 questions about the TV ad.

Syed Mahmood ,Regional Marketing Director for Coke (ECR )says " The campaign indicated that over 80% of consumers who attempted to answer the 5 questions actually completed all the 5 questions thus showing a high degree of brand involvement & interaction -parameters that are critical to the success of a new product launch as they help drive memorability & salience "

The campaign also throws up quantitative information that is of high relevance to Coke & includes comprehension of TV ad -as responses will indicate correctness of consumer response.

The campaign was conceived, ideated, executed & powered by Shanghai Mobile2win, the China based wireless firm that focuses on providing brands with interactive wireless solutions. Ranganath Thota ,CEO of Mobile2win comments "Imagine getting a 1000 plus consumers in a city in 24 hours telling you about your TVC while enjoying themselves. That's what this campaign does while delivering the brand message & throwing up very useful trends that help us understand consumer behavior more."

The company also ran a national SMS based campaign for Coca-Cola last October."

Posted to the site on 24th March 2003