23
Jun
11

Creating Relationships with Consumers

What does Coca-Cola mean to you? It is not just a big brand, Coca-Cola understands  how to connect with the heart of buyers. Their marketing campaigns WOW. They spend marketing dollars by giving back to customers and create a strong relationship with their audience with various unconventional marketing efforts.

Imagine a college student wants to get a coke from the vending machine but ending up getting more than she bargained for. In Coke’s most recent campaign, students get flowers, pizza, and even a huge sandwich from the vending machine. The Coke machine dispenses more than Coke product, it dispenses good will and happiness.

The viral nature of the happiness machine encourages consumers to create a true relationship with Coke. By establishing good will with consumers, especially in emerging markets, consumers will choose Coke because they like the brand – not to mention the taste.

Check out the rest of of the campaign’s viral videos here: http://www.youtube.com/watch?v=lqT_dPApj9U

What do you think about Guerilla marketing? How would it help your business get more attention? Tell us what was your favorite unconventional guerilla or viral marketing campaign was and share with us on Facebook at Weise Communications, follow us on Twitter @Weise_Ideas.

Thanks to Duysal Ekinci for her help with this blog entry.


2 Responses to “Creating Relationships with Consumers”


  1. June 27, 2011 at 12:59 pm

    I’m actually working on a Guerilla marketing campaign right now. Finding what works in my market (telematics and GPS fleet tracking) is the hardest part. I am doing some A/B testing to see what options drive more traffic but it’s definitely a drawn out process. The best part, is that it’s low cost! The downside might be taking what works and putting it on a national scale will be difficult (but still possible).

  2. 2 Heather Hutchinson
    June 27, 2011 at 1:17 pm

    A/B testing can be a long process Nicole, but once the results start making sense you’ll know you have tactics that work for your market. Thanks for the feedback on the guerilla campaign blog.


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