Baita case de cross

Recently Coca-Cola ran their Heatwave campaign in Australia. If the temperature rose above 25 degrees, kids passing a selected shop would receive and SMS message offering them a special two-for-the-price-of-one discount on Coke. Upon entering the store they were asked to sign up giving their details to an online terminal, allowing for an ongoing dialogue via email. All this was supported with POS materials in the stores, and television and radio messages. The campaign worked because it managed to combine all channels in a seamlessly – creating a sound domino effect without repeating the same message. They added a new dimension to the Coke story, and needless to say the tweens loved it!

Peguei daqui.