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Coca-Cola. Creation of Mobile Advertising Channel for Coca-Cola based on the FuturLink´s Mobile Marketing platform

This new channel allows Coca-Cola to influence the decision making process of consumers in the "last mile".

Cases studies

Agency: FuturLink

Advertiser: The Coca-Cola Company

Sector: Beverages

Campaign: Various

Location: Madrid Spain

ChallengeThe opening of a new Carrefour in Vallecas (Madrid) brought the challenge of creating new advertising

venues to Coca-Cola’s product lines.

The creation of the Mobile Advertising Channel allowed Coca-Cola to o�er a unique and new

communication channel for the distribution of any multimedia content to consumers’ mobiles such as

brand goodies, promotions, and other information of added value; thus creating an emotional

connection to the brand at the point of sale.

SolutionWith design direction from Coca-Cola, FuturLink provided and integrated the term “Mobile

Proximity Marketing” into the header of the display used to promote branded products.

The displays consisted of 42” screens integrated within a back lit rigid structure and o�ered a

varying communication message in line with the brand or product promoted. Within this structure

was FuturLink’s Mobile Proximity Marketing platform, used to send any media content of the

brand via Bluetooth.

ResultsFuturLink technology has allowed Coca-Cola to better understand the tra�c dynamics in the Vallecas Carrefour with satisfactory results.

More than 85,000 mobile phones were detected with Bluetooth activated and 18,000 mobile phones downloaded content obtaining and average

redemption of 21% in the first 6 months.

From the 18,000 mobile phones that have downloaded content, 9,300 have done more than once.