Coca Cola is one of the most well-known brands in the world. They also rank in the top 5 of 100 most successful companies. I found their most recent campaign to be the "AHH Effect". This campaign was towards teens who are tech-addicted and always on the go. This was an all-digital campaign, which means there has not been a TV spot yet.
http://www.ahh.com/ is the first of 60 websites dedicated to the "AHH Effect". It connects teens to play games and share these experiences through social media.
The websites add an "H" to every additional website.
In addition, on every bottle there is a comment about the power of "AHH". The "AHH Effect" is to experience happiness, like how every sip of an ice cold coca cola will bring you great happiness and you will not be able to resist the "Ahh".
As a result of this campaign, the company has seen about 4 million views to its websites as well as a more prominent interest in the brand. There has been no link to this campaign in regards to sales, but Coca Cola is going to create a TV spot in 2014 to accompany to "AHH Effect".
I wonder how effective this campaign will be. Brands such as Coca~Cola are getting a bad name due to the unhealthiness of their products. It seems as if they are marketing to children as well by creating games just for them. Don't get me wrong, I admire the creativity in this campaign, but it makes me wonder if they are listening to the concerned parents and physicians. I stopped drinking soda years ago, and just started eating more chocolate bars. Hmmm I guess I need to start listening to my physician too (LOL). Do you think this campaign will really pick up ground once it airs on TV next year? Or will Coca~Cola just open the door for more criticism?
ReplyDeleteIf it is all online, are they just using the website? How are they promoting it? YouTube? Twitter? Facebook?
ReplyDeleteI guess we'll have to wait for the presentation, but I think that it sounds like an interesting campaign. And I think that the idea of a TV spot will help to generate more people coming to the website.