- El Movimiento Coca-Cola
Creating a Platform to Empower Youth
- YEAR: 1998-2006GOAL: Design the first interactive and relationship marketing strategy for The Coca-Cola Company’s Iberian Division applying the interaction potential of new technologies like Internet and cell phones to better connect with youth, fans and consumers.SOLUTION: Create an online gaming and collaborative community to enable communication among Coca-Cola fans by linking the physical and digital spaces to expand the Coca-Cola brand experience.CONCEPT: The concept was “El Movimiento Coca-Cola“, an online space to meet with friends, connect with new people, play games collaboratively, and win prizes from the exclusive prize catalogue offered by top brands. EMCC concept meant movement because Coca-Cola moves by you providing what you want. Consumers could accumulate credits from under-the-cap inkjet printed codes known as PinCodes. Before this milestone, all promotional redemptions were tediously done physically by mailing them to a P.O.Box. PinCodes had different credit value for the different Coca-Cola packaging formats. Credits could also be obtained by playing exclusive online multiplayer games. PinCodes could be redeemed into your account through web and cell phone text messages. The communication strategy for more than 6 years with several 360º campaigns. The online loyalty platform was built from a tailor-made CRM tool that anticipated consumer habits to better learn and fulfill their needs. More than 1 million consumers registered just in the first year making EMCC one of the most renowned marketing projects in Spain. Expanding the learnings of this plan helped to generate Coca-Cola’s global interactive strategy. As a consequence, The Coca-Cola Company acknowledged EMCC innovative value with the Worldwide Marketing Excellence Award in 2005.MY ROLE: Project Director creating and leading the highly talented multi-disciplinary team of designers, developers and content managers.
- Coca-Cola.es TV Ad / 3 new executions (video length: 0:30 Spanish)This campaign consisted on 3 TV ads that communicated the value that online multiplayer gaming at cocacola.es would offer. This was one of the key differentiator factors of the loyalty and branding platform. The campaign pushed the registered users over the 1 Million mark.