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)