Coca-Cola's "Nodal" Marketing: How To Engage Consumers

　　 Content node

Speaking of the marketing case of Coca-Cola in recent years, we can not help mentioning the phenomenon of a PET bottle that had been burned last year. There are many analyses on this classic case. Is the content of this case the original content of Coca-Cola? In fact, it is not that the content that Coca-Cola used to disseminate, such as "rich handsome" and "cock wire", are all the contents that have already been on the Internet. These words, like network acronyms such as "unawareness", are popular labels in the current Internet age. Coca-Cola only selected words with personification characteristics, and these words were in line with Coca-Cola's own brand culture, and then printed it on Coca-Cola bottles.

The real creation of these words is actually the ordinary young people in this society. They may be the consumers of Coca-Cola. They create these words and express themselves, and Coca-Cola gives them back to them.

The point is, why does Coca-Cola seem to be so simple and creative? Why did Coca-Cola think and fire? I think the Harvard Business Review answered this question in an interview in 2011. In the interview, Coca Cola Co CMO Joe Tripodi pointed out that as consumer company, it is necessary to understand that consumers can create more information than you do: consumers, not you. brand 。

In other words, a good social marketing case does not require you to think of a shocking idea that every era has its own content nodes. The creator of these content nodes is likely to be your consumers. As soon as the company can listen to the content of consumers' self creation, it is enough to find the content nodes that match your brand. As Joe pointed out, Coca-Cola's role should be a moderator, not a broadcaster or a preacher.

The opposite case is the case of Li Ning Co's famous bid change failure. Lining wants to complete a brand revolution with the content node of "90". However, the content node of "post-90s" is not the content advocated by the main target customers of Li Ning Co. In other words, Lining just forgot the fact that consumers, not Li Ning Co, have the brand of Lining. When a brand is created and survived for a long time, it is like a writer's creation. It has already had an independent life. Readers will not readily allow the author to change everything, just as Holmes's fans do not allow Conan Doyle to kill their minds, when the company tries to use another. concept When forced to replace it, it failed.

　　 Two, emotional nodes

People who go out to travel must have such experience. Many tourist attractions will send you some pamphlets. Every time you go to a scenic spot, you will build a chapter, and confirm in a more formal way that "you have come here". For ordinary people, this is also a way to brush the sense of existence. This is actually an emotional trigger point, which can arouse people's feelings of good feelings.

Last year, Coca-Cola launched a partnership with Poppa and moved it to the mobile Internet. One of the characteristics of cracking is photo filter work. Previously, the poppet filter has opened the privilege service for Li Bingbing and Jay Chou's film Tiantai love. In order to match nickname bottle activities, Coca-Cola decided to customize Coca-Cola's exclusive watermark through consultation and communication with its employees. It tried to make advertising marketing from the photo watermark, so that everyone could brush the sense of presence when taking photos and share them with sina micro-blog, Tencent micro-blog, QQ space, WeChat friend circle, Renren net and so on. As a result, Watermark filter Over the two weeks on the line, there were more than twenty thousand images on the top of the popup, which was added to Coca-Cola's pet bottle's watermark filter.

In this case, the difficulty lies not in finding the emotional nodes, but in how to "cash" them. In the past, Coca-Cola may use more tender ads to create the "emotional node", but in this case, Coca-Cola thought of using the electronic stamp form of the crack watermark, providing a new possibility. {page_break}

　　 Three, time node

In the Internet era, heaps of time nodes take advantage of the best case, first of all, Ali invented the "double eleven" and now the electronic commerce website commonly used timed spike play. The emergence of the electricity supplier has changed the rules of people's consumption time. For example, holiday time is the peak time for people to shop, because people can't leave the office to go shopping during work hours, and businesses often choose to sell at this time. But e-commerce has changed all this, and has created a new wave of sales time and its own rhythm.

Coca-Cola has recently worked with Yi Xun to launch a 3 minute deadline spike. The reason for choosing this time is that Coca-Cola believes that 3 p.m. is the time when the office workers are tired and concentrated. In many companies, at 3 p.m. is the time for tea break in the afternoon. At this time, the chances of people browsing the e-business website to go shopping online will also increase greatly.

　　 Four. Space node

"Where consumers are, we will be there." Coca-Cola and other fast food companies usually emphasize this principle. Therefore, such giants as Coca-Cola and Adidas will be willing to support local competitions such as the world cup and Olympic Games. Because in such a specific space, consumers' attention will increase geometrically. But in the era of mobile Internet, people go out, but they are everywhere in the virtual space of the network. They will not only watch the games on the spot, but also share their feelings through the Internet or mobile terminals. Social marketing It's very nerve racking.

In June 2014, the Brazil world cup is about to start. At present, Coca-Cola's new marketing plan is still unknown. But in the 2010 World Cup in South Africa, Coca-Cola headquarters joined FIFA FIFA in exclusive shooting of a 60 minute "Coca-Cola 2010FIFA World Cup classic goal celebrating action review" broadcast on the Internet, which includes the 94 World Cup cradle dance of Bebeto, the 90 World Cup uncle Mira's corner flag buttocks. And revisit these famous players who made history. The question is, this is more like a World Cup goal collection. Why does Coca-Cola want to shoot such a documentary? How does it relate to Coca-Cola's brand communication?

One of them may give you some insights. Originally, 20 years ago in the 1990 World Cup, uncle Mira led Cameroon into the World Cup finals. This is not only the first time the African team has reached the World Cup finals, but also the best result so far. When Uncle Mira scored, he liked to run to the corner flag to twist his butt, because there was some kind of mistake. The advertisement on the billboard at the time was Coca-Cola! Uncle Mira and Coca-Cola were frozen in the history with the TV lens. Coca-Cola staff discovered this special moment, so the old wine in the new bottle was reused and placed in the beginning of the documentary. The 2010 World Cup was also held for the first time on the African continent. Coca-Cola's documentary can evoke the wonderful memories of Africans 20 years ago, and the communication has achieved unexpected good results.

In this case, Coca-Cola made the past historic. Space node Combined with the current hot spots, it has been spread again. Seemingly accidental, but still has universal significance.