Coca-Cola generates impact with a unique marketing initiative in one of the extremest places on Earth
Mexico
Coca-Cola Zero seek to impact its audience with a different initiative: making possible the impossible.
The Brand
Coca-Cola Zero is the drink belonging to “The Coca Cola Company” aimed at young adults. Since June 2006, Coca-Cola Zero offers the great flavor of the classic ‘Coca-Cola’, but with a difference: zero sugar.
Challenge
Aligning with its theme of “Make it Possible”, Coca Cola Zero sought to amplify the impact of a marketing initiative never seen before in Latin America: A concert in Antarctica – one of the most extreme places on Earth – with Metallica, one of the world’s most iconic bands. The campaign was aimed at maximizing the reach and impact of the event, increasing conversations, generating greater engagement for the concert throughout the region and reporting its development in real time through unique, relevant and compelling content.
Solution
How can a CPG brand use the momentum of a high-profile event to position its spirit and principles among a multicultural audience?
1 – Run the Promoted Trend #CocaColaZeroAntártida simultaneously in 12 countries.
2- Support by Promoted Tweets that included pertinent information for the audience.
3 – The Tweets, sent throughout the day, alerted users to the concert’s date and time and provided a link to the live streaming platform. Other Tweets shared exclusive backstage and on-stage pictures to capture people’s attention and drive excitement for the event.
4 – Promoted Tweets included the hashtag of the campaign to organize the conversation and had direct calls to action like “click here now” or “spread the word” to maximize engagement.
Results
95.6M
Promoted Tweet impressions with #CocaColaZeroAntártida
31.2K
Tweet interactions
5K
New followers of @CocaColaZeroMx, @CocaColaZeroAr, @CocaColaZero_BR y @CocaColaZeroCam
The impact of conversations was huge: #CocaColaZeroAntártida became an organic trending topic in Latin America the day after the Promoted Trend.
Key to Success
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1
USE PROMOTED TWEETS WITH A PROMOTED TREND TO SHARE YOUR VISION OF WHAT’S HAPPENING
Unique and exclusive content is a valuable resource during an event, and Promoted Tweets are the best way to give them visibility.
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2
CAPITALIZE ON THE POWER OF PROMOTED TRENDS FOR SPECIAL EVENTS
Use your Promoted Trend to start conversation around your initiative. It’s a great tool for driving mass engagement and awareness.
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3
MAXIMIZE IMPACT OF PROMOTED TWEETS WITH SIMPLE AND DIRECT CALLS-TO-ACTION
Including a direct call to action in Promoted Tweets is a way to encourage consumer involvement since they will understand what you want them to do.
Testimonials
“Communicating this huge event was the first step; doing it through a natural platform for people such as Twitter, helped us turn this message into something tangible: Make possible the impossible. A Promoted Trend presented our message to millions of people, who interacted with us and used the platform as a second screen of what was going on during the concert. In addition, the associated Promoted Tweets allowed us to reinforce the interaction and capture the interest of the people.”
Gustavo Ortega
Interactive Manager The Coca-Cola Company
