The marketing models
This powerful creative succeeds in building discussion among key target markets through creating content and assets that grow from digital experiences. The creative is really a classic television commercial that simply takes an icon of the digital gaming world – Grad Theft Auto – and builds a spoof story around it.- Harnessing social media content by developing a viral effect for transmitting the message through YouTube and email
- Using online gaming characters and visualisations to build brand equity and message association between Coke, the brand and the coolness of the game
- The brand exploits an icon of digital entertainment in a way that is synergistic with the expectations of the target consumer
- The brand succeeds in creating content that successfully parodies one of the world’s leading games
The way this content builds brand personality and re-engagement is powerful because it achieves the message in a media channel of choice for its consumers. The scale of adoption inside the social networks may not be vast, but the work continues to build awareness of the content and lets it resonate over time.
The model of personality and awareness building purchase intent and creating purchase triggers is well understood by FMCG marketers and as brand image strengthens, brand messaging achieves cut-through and the brand adorers grow. For a superbrand like Coke, awareness will always be extremely high among all consumers before any campaign, but this type of marketing is effective in boosting purchase intent and raising front of mind awareness.
