MERCADEO Versión en español
Coca-Cola uses Times Square to engage with generation Z
Manuela Walfenzao| 24 de agosto de 2015
Jeff Tan, VP y director de Estrategia de Posterscope, USA
This summer Coca-Cola performed a mobile activation at Times Square. Using their billboard located at Manhattans heart, Coke encouraged those who walked by to tweet their first name and see a trivia related to it show up on the screen and receive a photo when it appeared that could be shared. The Whats In a Name campaign lasted three weeks and generated 5.4 million audience impressions, 350 million social impressions and 42,000 social posts with the #COKEMYNAME hashtag. “We couldnt have done this without a real-time mobile strategy” said Jeff Tan, VP and Director of Strategy at Posterscope USA. “Almost all of the interactions from Twitter came from mobile devices, with the overwhelming majority of inputs within the immediate vicinity of the Times Square billboard”. According to Tan, the campaign worked well because it matched an activation with a key consumer insight: giving consumers their 15 seconds of fame on a huge Times Square billboard. “This experience also demonstrates the willingness of consumers, particularly Gen Zs, to interact with advertising using their mobile” he added. Younger consumers continue to drink less soda, so Coca-Cola has been pulling out all the stops to build goodwill with consumers. One strategy has been to partner with Posterscope and Google for this campaign. Posterscopes research reveals that this new generation of consumer expects brands to tell a story that resonates with them personally. We took this aspect of personalization and brought it to a new level Tan concluded.
