BY ROBIN GHOSH
KOLKATA, 19 JUNE 2023:
Any marketeer will tell you that unless you are able to add some zing or fizz to your product you will not be able to uptick your sales.
Adding fizz to your product is easy to say but difficult to conceive and implement.
Strategizing an innovative marketing game plan comprises of:
Now, let us review a case study of Coke to understand how Coca Cola has reinvented formats of Coke Studio by using creativity,technology and data analytics.
1 .Coke considered the Coke bottle as a property.
2 .Each bottle has been turned into a portal that can transport a person straight into a Coke Studio.
3 .The bottle caries a dynamic QR code.
4 .When the QR code is scanned offers an augmented reality( AR),360 degree experience of the show.
5 .To enter the Studio, one has to feed in their phone number.
6 .As one feeds the telephone number, Coca Cola is able to track the engagement with the property but also how many people picked up a bottle of Coke.
Audience engagement with Coke Studio enables Coca Cola to get first hand data and use this data for future marketing.
Songs generated at the Coke Studio are not perceived like an ad but a process or a format to mine consumer data to launch laser sharp marketing strategy.