Marketing in Motion
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Marketing in Motion
Marketing practice is rapidly changing. This topic explores the latest trends in marketing communications, digital and mobile marketing, social media, community / tribal marketing and value co-creation.
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Suggested by Jessica Louie!

CocaCola China - Chok! Chok! Chok!

As one of the top 10 brands in the world, Coca-Cola fails to disappoint with their 2012 "Chok" TV ad campaign in Hong Kong. Chok (擢樣) means “to forcefully make oneself look more handsome”. The word presumably has the onomatopoetic connotation of flinging or “chucking” objects, which is the basis of the interactive campaign. The Chok ad campaign accurately analyzed the psychographic and media habits of Hong Kong teenagers and was able to creatively link the Coke TV commercial with a mobile app that lets you score discounts on products and services. Coca-cola's success in this campaign is twofold as it not only effectively culturally appeals to the teenage population in Hong Kong, but it also turned a traditional TV ad into an innovative and interactive TV gaming promotion reaching 380,000 mobile app downloads in one month and 9 million total views for a television commercial. The use and benefit of cross-platform marketing is that it synergies the strengths of different digital marketing mediums to create a strong brand recall value. By meeting consumers at different mediums, there is a higher reach and delivery, better frequency planning and optimization through integrated ad effectiveness. It is evident that with a well thought out media strategy and a selective media schedule, a simple TV ad campaign can become one of Hong Kong's most successful Coke Promotion and TVC in 35 years.


(Jessica Louie, Comm335-01, Cross-platform Marketing Integration, Television Advertising, Mobile Application, Interactive Gaming Promotion)

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Suggested by Jean-françois Hung!

Myspace is back with a fresh redesign !

Myspace is back with a fresh redesign ! | Marketing in Motion |


Seeking for a « second life », the social network Myspace has just launched its 4th version of its service. The timing matches perfectly with the Justin Timberlake’s release of his new single “Suit and tie”. The singer-actor is in fact one of the sized major investors of the company. Created in 2003 in California, Myspace was really successful among the young web community from 2005 until early 2008. The pop star Lilyt Allen and the rock band Artic Monkeys became worldwide famous thanks to their Myspace page. However since then, the number of the users has declined constantly despite several redesigns.

I guess this launching could be linked with our discussion in class about how marketing has been evolved into involving new technologies. To get known (and especially in the show business industry), different actors reach consumers by using digital tools that are currently cross platform integrated (tablet, smartphone, computers).

With its fresh design, new functionalities and the support of its new owners will Myspace get back its previous tremendous popularity?


Jean-François Hung, 10079346, Comm335-002, #article #SocialMedia, #Crossplatformintegration, #Marketingevolving

Joachim Scholz, PhD's comment, January 22, 2013 8:13 AM
Nice scoop, Jean-François. There was an opportunity to push the discussion into the design (why is this design better than the previous iterations?) or how myspace can be integrated with other marketing comm tools. But great to see that myspace is back.