The Coca Cola Company – Coke Breaks Event

The Coca Cola Company - Coke Breaks Event

Recruiting Gen-Zs to drive product trial in an immersive environment resonating best with brand consumption moments

Case study
In strategic partnership with Grivy, The Coca-Cola Company was enabled the infrastructure to recruit trialists with one-of-kind brand experience. The brand set up event trucks across strategically chosen locations at selected universities to engage their sought after Gen-Z target audiences with a fun-filled immersive brand experience aimed to invigorate their senses with signature brand consumption moment simulated with augmented reality and powered by the ability to take a real sip of Coke as enabled by Grivy with an offline triggered journey to product trial at event venue.
81>%
New brand buyers by stepping up the brand engagement activity with product trial capabilities allowing new consumers to take their first exciting sip of Coke.
97>%
Consumers showcased willingness to share their data given the thoughtfully designed value exchange and strategically triggered product trial journey.
42>%
Consumers advocating their experience leading to brand virality for accelerated new recruitments with earned media exposure.
The story
Fizz of joy in each sip !
The brand, with a legacy of a century and more, has devoted itself to refreshing and rejuvenating consumers. A cooling sensation with an enticing fizz symbolizes the joy that Coca-Cola brings, making it a go-to brand around the globe. With ever-changing consumer preferences, the brand remains at the top of its game to exceed expectations with each new innovation.
The Coca Cola Company – Coke Breaks Event
The goal
Fizz up consumers’ memory with strong brand recall !
In partnership with The Grivy Growth Platform, the brand aimed to present consumers with a well-rounded interactive and immersive brand experience to attract and recruit new buyers. The brand was enabled establish its signature consumption moments by augmenting the smell, sound, and visual that resonates best with Coca-Cola, and associate the experience with real-life Coke consumption with Grivy enabled journey to instant gratification of product sample. With a 360 degree brand experience, invigorating the appropriate senses, the brand doubled down on its goal to strong association with the rightful moments of consumer’s life and take them a full-funnel journey from awareness to recruitment for further retention as enabled with first-party data collected on them.
The solution
Adding the touch of a real sip of Coke to amplify the immersive brand experience
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The result
81% new brand buyer recruitment with a bold move of engaging with an immersive experience !
The Coca-Cola Company was enabled to escalate recruitments of Gen-Z audiences for the iconic Coca-Cola drink by leveraging Grivy integrations of:
● Offline triggered journey to product redemption attracting attention at upper funnel OOH media to drive footfall and trial at event locations with instant gratification of a sip of Coke to amp up the experience.
● Customer data acquisition of first-party consumer data validating campaign participants and enabling to identification of the sought-after target segment for future efforts.
● Advocacy enabled with the capturing and encouraging shareability of the exciting brand interaction moments on social media with an aim to bring organic audiences to the campaign.

The agenda of drawing attention of the right audience with an unique opportunity to experience what the brand stands for and the feeling it aims to resonates best with, was successfully supported and further builded upon by Grivy enabled offline triggered journey to product trial that unlocked a well-rounded real-life interaction with the brand and set the trialists on a journey from recruitment to retention.
The Coca Cola Company – Coke Breaks Event
PRODUCTS USED
Attributions
Captivate audience attention and enable smart redirects.
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Coupons
Digital-first coupons to redeem products in the offline store.
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Footfall
Call-to-action with location intelligence to find nearby stores.
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Authentication
First-party consumer data collection and activation.
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Advocacy
Share and referrals to drive earned media exposure.
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The ‘Coke Breaks’ event was one-of-a-kind engagement drive with which we aimed to recruit new buyers like never before. We aimed to stir up their our consumers’ memory to drive rightful brand association and top-of-mind recall. And in succeeding our offline on ground campaign efforts, Grivy proved the infrastructural pillar to not only drive footfall, but also integrate opportunity to product trial with a trackable offline triggered journey powering us with fruitful insights and first-party data on our new buyers.
Fitriana Adhisti
Frontline Marketing Manager at The Coca-Cola Company

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