Coke Zero debuts its new integrated marketing campaign during NCAA® championships - March Madness
Fiji Singh's insight:
Coke Zero's new campaign targeted at men shows the seasonality and timing of specific marketing plans. The campaign was created in partnership with the NCAA. This is the governing university sports programme in the United States of America. The past month a basketball tournament caled the sweet 16 has been played out. It takes the top mens teams in america and makes them coompete in a cup format knockout tournament. The overall message of the ads were that men dont have to worry about everything they do. It is quite well summarised by "The Enjoy Everything campaign has evolved on the notion of owning quintessential guy moments of bonding and camaraderie, from sports and entertainment to humor, gaming and music. "
This shows the effect timing can have in a companys advertising campaign. It connects the brand to the aporting event, the participating atheletes aswell as using light hearted humor to play up on traditional rivalries. The use of traditional platform of television allowed the company to utilise the increased viewership ratings the event had created.
Red Bull is targeting its core demographic of college-aged consumers with an initiative that aims to increase brand awareness through an interactive mobile game.
Fiji Singh's insight:
To truley utilise IMC a brand must keep changing and always reinventing themselves for the ever changing market place. The largest and fastest growing medium for marketing in the last few years has been online and mobile platforms. For this particular campaign Red bull targeted College or university students. It researched their behaviour and came up with several tools to not only increase brand awareness for redbull but it also increased direct brand involvment.
The company focused on creating a app that would allow users to utilise Redbull in activities such as working out, recreational and as a quick pick me up when studying. The campaign for me personally was very clever as well as creative. The rapidly changing videos on its vieo page were very entertaining and the free music downloads it offered were perfect tools for the youth market. This campaign showed why Red bull is a marketing force to be reckoned with in the Global Business community.
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