Coca-Cola Holiday Mobile Campaign (AKQA Mobile)

Client:             
The Coca-Cola Company

Summary:       
AKQA /<?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Mobile recorded results for Coke's first mobile branding campaign. The campaign ran in association with 3G operator 3, and encouraged Coke customers to build and send personalised mobile Christmas cards, called “m-cards”. The campaign ran on 3's Today on 3 mobile portal home page, with four separate ad slots. The 12-hour campaign, spread across several days, saw 579,000 page impressions, with 55,000 users clicking through to the Coke campaign mobile site. This resulted in a conversion rate of 9.5%. There were 114,000 m-cards created, sent by 69,000 unique users, an average of 1.7 m-cards per user. (m-cards were free).<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

Users that clicked on the ad were taken to a dedicated campaign site hosted on 3's portal. They then entered their friend's details to send them a Coke-branded m-card for free.