According to Brand Republic, Coca Cola is using mobile for the first time in a branding campaign as opposed to sales promotion. It's tying in with a seasonal Christmas theme and is being promoted on UK network operator 3 and also on the Coke Christmas microsite. I wonder if they're also going to try Admob? It's not actually live yet, so it remains to be seen*exactly* what the mechanic is, but it looks to me like they're going to offer you the chance to send your loved ones Coke branded messages to their mobile via the massive screens in Piccadilly Circus in London. Should be good. Goes live on Wednesday 13th.
Monday, December 11, 2006
Coca Cola ventures into branding on mobile
According to Brand Republic, Coca Cola is using mobile for the first time in a branding campaign as opposed to sales promotion. It's tying in with a seasonal Christmas theme and is being promoted on UK network operator 3 and also on the Coke Christmas microsite. I wonder if they're also going to try Admob? It's not actually live yet, so it remains to be seen*exactly* what the mechanic is, but it looks to me like they're going to offer you the chance to send your loved ones Coke branded messages to their mobile via the massive screens in Piccadilly Circus in London. Should be good. Goes live on Wednesday 13th.
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I'm not sure. Someone I spoke to at the Visiongain Mobile Advertising Conference 2 weeks ago said that brands were more likely to use Admoda for a large branding campaign because Admoda can run animated graphical banners (and Admob run only text links) which are obviously ideal for branding across mobile.
ReplyDeleteSounds like it shouldn't be an 'either/or' but that Coca Cola should do both. I've heard of impressive results from Admob with branded stuff but have heard nothing from Admoda [yet]. And having checked the Admoda site, I'm none the wiser re actual case studies. They claim a high wap page impression rate per month (as does Admob) but not a single case study on the site (unless I've missed a link somewhere).
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