Coca-cola has said this week that it intends to pursue a much more aggressive digital marketing presence.
While that choice of words is probably best consigned to an industry magazine,Â the soft drinks giant is clearly reaping the benefits of brand engagement â€“ claiming to have a mailing list of 13 million customers in the US thanks to its My Coke Rewards site and similar success with its UK counterpart, Coke Zone.
As many companies still struggle to integrate an online offering into their marketing campaigns, Coke seems to be thriving.
Tried and tested
Both Coke Zone and its American counterpart My Coke Rewards use two tried and tested marketing devices to excellent affect.
The first bit is simply an exercise in sales promotion which encourages Coke drinkers to buy the product and use points they are given with each purchase to collect prizes online.
To collect your rewards or prizes you have to register, providing Coke with an excellent opportunity for a bit of old fashioned data capture.
Now on the site you are presented with an array of content and rewards split into popular categories – including music, fashion, games and sport- and groups that reflect the company’s different consumers, e.g Diet Coke. This is Cokeâ€™s second masterstroke â€“ converging interesting content from other channels (TV ad campaigns and sponsorship) with desirable affiliate products to create an exciting multimedia node.
Et voila, you have customers supping endless cans and bottles of fizzy goodness to claim points for rewards and a heavily branded site which appeals to consumers by offering a range of content (there also games, avatars and myspace skins on offer) – not to mention a huge mailing list to boot.
This all sounds so good so far. But at some point the My Coke Rewards and Coke Zone sales promotion campaigns will end (likely along seasonal lines before Christmas or ahead of next yearâ€™s World Cup) and without creatingÂ a lasting community online, Coke will fail to retain the engagement they have so successfully won and the two sites will fade into the ether.
Coca-cola is a little bit afraid of social media. The brand’s popular Facebook fan page wasn’t actually set up by the company. And while Coke Zone has a twitter profile and My Coke Rewards has a Facebook page, neither are particularly well used or maintained.
In some ways they seem to have missed a fantastic opportunity. While gaining a massive mailing list is great result for the campaign in a traditional marketing sense, they had an opportunity to lead the conversation by creating and managing a lasting online community that really loves Coke.
Other companies (including mobile phone retailer Phones4U with Ubar) have recognised the advantage of creating exclusive online communities for their customers. Will Coca-cola also stopÂ selling so hard and start communicating?