THE COKE FESTIVAL TOWN by Mediacom Vienna for Coca-cola

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THE COKE FESTIVAL TOWN

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Industry Soft Drinks
Media Promo & PR, Case study
Market Austria
Agency Mediacom Vienna
Released May 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: THE COCA-COLA COMPANY
Product/Service: COCA-COLA
Date of First Appearance: May 25 2009 12:00AM
Entrant Company: MEDIACOM, Vienna, AUSTRIA
Entry URL: https://secure.mycokemusic.at/content/specials/festivaltown_20090518/index.aspx
Senior Communications Planner: Paul Hetfleisch (MediaCom)
Junior Communications Planner: Sabine Ranner (MediaCom)
Creative Development: Patrick Baca (eProjects)
Creative Director: Klaus "Niki" Keim (eProjects)
Media placement: Radio - Ö3, FM4 - 25.05.09
Media placement: Online - Web 2.0 (Facebook,...) - 25.05.09
Media placement: Online - Szene1.at - 05.06.09
Media placement: TV - GoTV - 19.06.09

Results and Effectiveness
Within a short time Coca-Cola Festival Town became the Big Hype in social communities. In total mycokemusic.at counted 137,875 visits (46% of the young music interested target group) and during the three promoted festivals the number of Facebook fans increased by more than 400%. The Coca-Cola Festival Town community on Facebook received more than 15,000 visits (8% of all visits lead to action). During the 15 days of the online voting process mycokemusic.at registered more than 5,000 unique votes per day.

Creative Execution
Coca-Cola Festival Town was created, a special area that provided comfortable services to selected festival goers. Our task was to make Festivaltown as an appealing community, create desire, WOM and involvement via social media, posting the latest news and specific roles in the community. The promotion of Festival Town was divided in different stages. 1) Build awareness via selected Radio stations 2) Online advertising, explaining the duties inside the Town via Social media (Facebook, MySpace and StudiVZ) triggering immediate interaction and connecting directly to target. Additionally, a 3D model of the Festival Town was shown, driving up the desire to be part of this community. Social Media had a direct impact on the amount of participants and on the number of votes on the Coca-Cola homepage. The constantly increasing number of fans and members in social networks opened a new dimension of direct dialogue with the target group.

Insights, Strategy & the Idea
During summertime, Coca-Cola runs several major trade promotions with broad media support, Music Festivals represent a key pillar for Coca Cola Music, and the perfect platform to successfully access teens and young adults in their desired environment. Coca-Cola kicked off an initiative to stand out from competitors and other sponsors through an appealing approach assuring interaction and unforgettable experiences and creating a unique understanding between the brand and the festival goers needs. The event area usually is not very clean, the challenge was to create a proper place, where visitors could stay longer, and enjoy not only the music, but comfortable facilities specially designed in a community environment.