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Coca-Cola continues to create innovative experiential brand programs that enhance events and sponsorships for fans. As marketers, our challenge is to balance inspirational and operational marketing, while creating engaging experiences for people. Mobile- based programs will play an increasingly critical role because they allow us to connect with people in exciting, immediate ways with the right message at the right time.”
Objectives
For the first time in 20 years of their event sponsorship, Coca-Cola chose to activate their Essence Festival 'Mainstage Moments' by engaging and entertaining attendees at the Superdome with exciting mobile activities. Solution
Mozes created a four-minute, full-motion, Flash-based mobile call-to-action presented on three in-venue jumbo screens inviting attendees to participate in a mobile sweepstakes. Coca-Cola encouraged attendees to text in their first & last names to win one of 500 tickets to an exclusive Coca-Cola Cookout. VIP winners were presented on-screen in real time. Festival-goers were also invited to vote for certain rows to win 'Red Hot' Seat Upgrades, as well as send pictures they took on their phones to in-venue screens.
For the first time in 20 years of their event sponsorship, Coca-Cola chose to activate their Essence Festival 'Mainstage Moments' by engaging and entertaining attendees at the Superdome with exciting mobile activities. Solution
Mozes created a four-minute, full-motion, Flash-based mobile call-to-action presented on three in-venue jumbo screens inviting attendees to participate in a mobile sweepstakes. Coca-Cola encouraged attendees to text in their first & last names to win one of 500 tickets to an exclusive Coca-Cola Cookout. VIP winners were presented on-screen in real time. Festival-goers were also invited to vote for certain rows to win 'Red Hot' Seat Upgrades, as well as send pictures they took on their phones to in-venue screens.
Results
500 mobile tickets & 4 VIP passes delivered flawlessly
Over 23,000 mobile brand connections made in just 2 minutes
Mobile ticketing allowed for quick & easy check-in for winners at VIP event
