Coca-Cola how to grasp the good opportunity, brand image into the facebook the successful breakthrough users psychological defense? What is the strategy and steps of operation on facebook?
For the consumer, the retractable banner advertising sometimes is a kind of interference information, especially in a joyful festive atmosphere, if full commercial product messages continue to appear on facebook, the brand may then became your refusal dealings households. Therefore, how clever packaging, advertising messages, so consumers willing reception, but also hope that more is better, it has become a science.
Although this sounds like a fairy tale, but it is actually taking place during the Christmas holidays in December 2009, the facebook games operated by Coca-Cola.
In order to promote the brand image of the joyous atmosphere, Coca-Cola through facebook arrangement of the Christmas tree in the game, the brand's classic role or commodity, such as ads often appear white polar bear, or flow line bottle Coca-Cola, cleverly placed in 14 gift inside. On Christmas Eve, which is to start from November 20, users simply add full Coca-Cola "Creative Christmas" applications, you can use the 14 kinds of gifts, arranged like a Christmas tree, and personal page .
Frontier Digital Business Planning Director Zheng Zhaohui, Coca-Cola Christmas games, meet friends show off the achievements of motivation. "When you spend a lot of time, and finally he is very satisfied with the works of design, you'll really want to share with friends on the Internet, the key to the Christmas tree game welcomed by many users."
Considering the users favorite interactive elements, Coca-Cola to collect 14 kinds of gift never want as a incentive to provide the mechanism to be able to exchange for ingredients like restaurant games can continue to exchange Christmas gifts with friends, so that the people involved in the activities of their own, hanging in Christmas tree.
The most interesting is that the same friend added ideas for Christmas games, but also to see that everyone works in the personal page on facebook.
The interesting occasion gift exchange game, total call for 5,000 people to join, and the residence time of 112 seconds each users, is more than 42 seconds, the average hours of general brand community long. In other words, consumers receive commodities message not only voluntary, but also to spend more time involvement to the brand context.
Although facebook is still the hottest topics in the Internet Marketing in 2010, users arrival rate second only to Taiwan's largest community platform "Wretch", but there are also more and more brand managers began to worry: "facebook Will is the next wave of the Internet bubble? "In this regard, the digital Milan CEO Jiang Zurong is quite optimistic, he predicted facebook at least another two years of prosperity, as long as the outstanding creative, and the determination of long-term business, facebook or band great benefit to the retractable banner advertisers!