Case study _ Coke Open Happiness (Season 2)

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BUSINESS CASE

Happiness!!! is all about enjoying music, sports and the company of friends. Coke launched

Coke Open Happiness a sequel to the successful Coke Studio Season 1, which had

aggregated content to suit users at all happy occasions.

But the challenge was to integrate the content in the consumer’s context.

SOLUTION

The joy experienced in obtaining content anytime to suit every happy occasion is definitely

priceless. Coke made this possible through BUZZ by making available happy content to

consumers even when they were hanging out in the malls any of the recreation zones with

their friends and peer.

Consumers visiting malls, recreation zones and other BUZZ hotspots were greeted with

Coke Open Happiness content and free internet access on their mobile phones. Users could

also select and download Coke Happiness wallpapers, video and audio clips of their choice.

Additional exciting content from Euro 2012 and Olympic 2012 were also delivered to the

users, who are most likely to share interest in sports. Selected content from Coke Studio

Season One was also available to create top-of-mind recall among the target audience..

The solution not only ensured a location based content delivery but more importantly the

availability of content at zero cost and an impulsive medium for engagement with a variety

of choices available.

RESULTS

Over 10 million ears were refreshed

On an average, each user engaged with at least 7 different content during the

campaign

Integration of social media sites achieved higher brand awareness and invited more

consumers to experience

Coke Open Happiness campaign ensured a strong connect between various stake

holders – Coca Cola, the location partners and the consumers in an innovative way

Coke Studio 1 was the most viewed content , showcasing undying interest to

season1

Case study _ Coke Open Happiness (Season 2)

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LEARNINGS

Numbers delivered through mobile far exceeded the reach and connect through all

other media put together

Campaign set a unique model on how brands can leverage m-Entertainment and

showcased howvariousbusiness models can be created

Campaign demonstrated how integrating mobile can deliver higher ROI for a brand in

its media investments. Evident is the fact that season 2 is getting even bigger on

mobile