Coca-Cola newest marketing strategy engages teens and young adults via mobile gaming application. Developed in-house, the game app is meant to build a long-term relationship with customers.
“It’s clear that mobile phones are a passion point for teens and young adults,” said Stafford Green, head of the Coca-Cola Content Factory, Atlanta. “Coke makes moments of happiness, and this game is just a virtual version of that.”
The goal of the game is to spread happiness. The players guide a crab through a series of unique races or obstacles, returning a soccer ball to penguin characters. Characters and products within the game host Coca-Cola’s logo, reinforcing the brand consistently in the game.
Game players can share their experiences on Facebook and Twitter, increasing brand awareness and word-of-mouth marketing. To have a wider reach, Coca-Cola is developing an Android version of the application.
“A game can reinforce the brand on several levels. A game app can create an emotional connection with the target audience, solidify the game player’s brand loyalty, reinforce the brand’s credibility and potentially motivate the young person to buy more products,” said Scott McCormick, partner at Float Mobile Learning, Morton, IL.
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