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Vanilla Coke takes SMS route for viral marketing

13-May-2004
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Vanilla Coke takes SMS route for viral marketing

Vanilla Coke, launched as the flavour of the season, gave a twist to its conventional advertising by effectively using SMS as an instant point of contact for consumers to interact with the brand! A further twist to this promotion is the add-on of the first viral SMS promotion in the country.

With Coca-Cola India trying to change “parampara” with their ‘twist to a cola’ flavour – vanilla; SMS was the next logical step to take for promoting this unconventional taste. To facilitate this, the company tied up Mobile2win, a premier mobile brand solutions provider for the duration of this campaign.

Taking Vanilla Coke’s core proposition- ‘Ice Creamy Thanda’ forward, the SMS activity centers around vanilla - the cool new flavor, this season. Consumers have to simply SMS VCOKE to 8558 to participate in the promotion. Questions are based on Vanilla Coke’s current advertising campaign. Winners can win a date with Vivek Oberoi, the brand ambassador, besides winning goodies from Coke.

The USP of this wireless initiative is the cascading publicity it generates for the brand. The SMS activity is combined with India’s first “viral” movement where consumers involve their friends by creating chain messages and passing on the word and encouraging them to participate in the contest, thus increasing their own chances of winning prizes.

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