Coke-Cola recently concluded its first truly national SMS-based "Coke COOL Summer " promotion in China. "The Coke Cool Summer SMS contest " during the months of Jul/Aug 2002 was an interactive contest offering 1 years free supply of Coke & new Siemens mobile phones as prizes everyday. To win users had to correctly guess the highest temperature in Beijing everyday. To make the contest more exciting subscribers were sent the previous days high temperature as a indicator.
Sumanta Dutta ,Brand Director Coca-Cola China said " The concept was very much in sync with our Theme campaign "cool summer" & subtly added a dash of Heightened temperature awareness in the summer period which went down well with the promise of brand Coke. We are thrilled with results which frankly exceeded expectations & consumers can look forward to Coke adding more fizz on this platform which is now clearly a key part of our consumers lifestyle."
"In addition users who participated could download the new Coke TVC jingle onto their handsets & users in 2 cities in China -Shanghai & Beijing could download mobile coupons that gave away free ice creams at McDonald outlets in those two cities for a one -week period from the date of download ".
Considering the promotion was advertised only with a ticker /scroll line on the TV campaign the results were phenomenal. Over 4 million messages were exchanged over a 34 day period with consumers. Close to 50000 downloads of the Coke ad jingle were recorded nationally & 19,500 downloads of McDonalds Mobile coupons were grabbed up by consumers in Shanghai & Beijing.
Ranganath Thota ,CEO of contests2win, the wireless agency of the Coke Cool Summer SMS Contest, comments "The results highlight how innovative brands like COKE can leverage SMS to connect with consumers through simple & clutter breaking wireless campaigns that are sensitive to the core tenet that you need permission of the consumers to pull this off "
Posted to the site on 31st October 2002
Posted to: www.cellular-news.com/story/7806.php