Coke Zero

ChaCha partnered with Coca-Cola to create intimate and conversational relationships between the brand and young mobile users through regional ChaCha SMS Advertising and in-venue mobile initiatives such as mobile text-to-screen games. As a result, Coke enjoyed healthy response rates and extended its presence at the event.

The Goal:

Increase awareness of Coca-Cola products with 1:1 interaction with customers on their mobile phones, create an interactive experience, engaging Allstate 400 at the Brickyard fans and increase participation in the MyCokeRewards program and purchases of Coca-Cola products.

The Solution:

Coke Zero chose ChaCha to extend its sponsorship dollars at the Allstate 400 at the Brickyard and increase participation in the MyCokeRewards program among 18–34 year olds. The solution was an interactive SMS campaign that included targeted SMS advertising, trivia games, favorite driver polls, and games.

The Coke Zero soft drink is primarily marketed toward young adult males and is the official soft drink of NASCAR. Hundreds of other sponsors are vying for the attention of this same demographic during the multi-day Allstate 400 at the Brickyard event. In order to interact with 18–34 year-olds during this period, ChaCha designed the following products and experiences to set this brand apart:

In-Venue Mobile Marketing Campaigns:

Text-to-win: Trivia games Favorite driver polls: Polls conducted through interactive large screen video display exposure

Find the Coke Zero logo: Game implemented via the large screen video displays

Mobile Advertising on All Questions Based in Indiana

Question: Who won the Brickyard in 1995?

Answer/ Answer Ad: Dale Earnhardt, Sr. *Reply C for MyCokeRewards.

Response Ad: Own a piece of NASCAR for FREE. Collect your points and log onto mycokerewards.com for exciting NASCAR rewards.

Co-Promotion of the ChaCha Mobile Answers and the Coca-Cola MyCokeRewards Services:

• A:Team members (ChaCha’s brand ambassadors interacted with fans, promoting ChaCha and Coke Zero products)

• A:Team members handed out Coke Zero product to fans who, via the Coke Zero Fan Cam, would be televised on the large screen video displays throughout the weekend.

The Results:

Coca-Cola’s campaign resulted in a 5.2% response rate (compared to a 1–2% industry average), as defined by users who responded to a promotional message inserted into their answer from ChaCha. Thousands of additional impressions were also incurred in venue via the interactive mobile campaigns and the Coke Zero™ Fan Cam.

The following goals help illustrate the need for ChaCha’s multifaceted and successful SMS campaign:

1 Establish direct 1:1 interaction with customers in the 18–34 demographic on mobile phones, increasing awareness of Coca-Cola products.

2 Create an interactive experience, engaging Allstate 400 at the Brickyard fans and customers located in the state of Indiana with the Coca-Cola brand.

3 Increase participation in the MyCokeRewards program and purchases of the Coca-Cola product by educating customers on the specific items that can be obtained through the program.

4 Transform static display advertising into interactive mobile campaigns with an attractive, targeted call to action.

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