I definitely needed a break from studying both Econ and Accounting, I still have NO IDEA why they decided to put these two midterms one after the other…
Anyways, as I was browsing around YouTube I found this extremely awesome video
When I first saw it I was amazed, then I had to watch it about 3 or 4 times again because it was just so catchy 🙂 I think this was an extremely creative marketing strategy, especially in today’s society as the internet and technology have really limited us to have personal contact with one another – and even though businesses are definitely able to reach more people now than before, many consumers are lacking the feeling of being important and special in the eyes of these businesses.
This was definitely a great promotional idea from Coke as it provided one-on-one contact with consumers, gave out free Coke bottles, and it’s a strategy that not many companies have used before. As a result, Coke is really trying to influence the factors that come into play when consumers make their decisions on which beverage to buy. Coke wants to change the attitude of consumers towards its brand – that it’s still a popular and trendy beverage. It also uses a reference group, of young and talented singers, to try capture an even larger target market than it currently has. And lastly, this catchy song will allow Coke to be a part of the consumers’ retrieval sets when they’re looking for drinks, and ultimately be the brand that they purchase from their evoked set.
This video actually made me really happy!
But now it’s back to studying =[