Coke's Unique Twitter-based Campaign - Strategy With RS

To achieve this objective it introduced the world’s 1st Vending machine, which was programed to set the price of a can of Coke based on how positives your tweets were.

This is how the Vending machine worked. Take yourself. When you faced it, you will be requested to key in your Twitter @username. The Vending machine, using analytics, will quickly analysed your tweets & conclude if your tweets are positive or negative – and accordingly set the prices of Coke can you have to pay. If the algorithm determined your Tweets were positive then you have to pay less – even zilch - yes absolutely free. Conversely, if your tweets were deemed to be negative the same can of Coke will be priced dearer for you.

This marketing program has the necessary ingredients to engage young adults, personalize rewards for them & offer them instant gratifications.

Business Lesson for us: 1. Create a marketing promotion, which will reinforce the Position of your brands. 2. It would add value to your brand if it has the power to create ‘buzz’. For that it should be so engaging that customers should talk about it & in extreme cases also brings about a change in their behaviour.