How Coca-Cola uses mobile to link online and offline
Geoffrey Precourt Warc
In 2009, at the annual Essence Music Festival in New Orleans, stream teams wandered around Big Easy handing out tickets to a barbeque sponsored by Coca-Cola Co. In time, they'd given away 500 tickets. In 2010, at the same festival, the barbeque went from empty to sold-out in 30 seconds, with a waiting list of 2,600 other music/food fans.
The reason for the difference? Mobile.
"The mobile phone explosion is key to us and a heavier part of our [marketing] mix than it ever has been...