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Comment Toucher Une Cible Jeune Par Le Biais Du Marketing Mobile : Le Cas Coca Cola

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Comment Toucher Une Cible Jeune Par Le Biais Du Marketing Mobile : Le Cas Coca Cola
Depuis 2007, le mobile est devenu un média clé dans les campagnes de communication.

Coca Cola, qui fut l’un des premiers acteurs en France à intégrer le mobile dans sa stratégie de communication globale, ne s’y est pas trompé en réalisant depuis plusieurs années des opérations de marketing sur mobile :

1. envoi de SMS commerciaux, 2. programme de fidélisation par couponing, 3. mise en ligne d’un site Internet mobile Coca-Cola ou d’un site wap dédié lors de la coupe du monde de football…

Coca-Cola a d’ailleurs gagné, en 2008, le Grand Prix Marketing Mobile Stratégies.

Le mobile permet à Coca Cola de construire une véritable stratégie de marketing mobile en touchant une cible jeune de 12-25 ans et en créant avec elle une relation personnalisée, même en situation de mobilité.
› Lancement de la plate-forme de communication mondiale : “Prends la vie côté Coca-Cola”

A l’occasion du lancement événementiel de sa plate-forme de communication mondiale : “Prends la vie côté Coca-Cola”, la marque n’a pas hésité à utiliser toute la palette d’outils offerts par l’Internet mobile :
- envoi de messages commerciaux par SMS,
- de MMS,
- affichage de bandeaux sur les sites wap…

Coca-cola, pour ancrer sa nouvelle signature auprès des consommateurs, a ainsi mis en place une vaste campagne de communication basée sur des films publicitaires, comme le fameux « Happiness Factory ».
› Le cas « Happiness Factory »

coca cola
Auteur : Happiness factory de Coca Cola

« The Happiness Factory » est le premier film publicitaire d’une série qui met en scène la nouvelle plateforme de marque « Prends la vie côté Coca-Cola ».

L’opération Happiness Factory fut l’occasion pour la marque d’utiliser l’ensemble de la palette des outils de communication mobile.

« Happiness Factory » montre l’envers du décor onirique et fantastique d’un distributeur automatique de Coca-Cola.

Ce film fut repris sur YouTube et MySpace et fait le tour de la blogosphère.

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