In August, Coca-Cola rolled out a Facebook app that lets people mix their own Coke drink. The app is not just online-only experiment, because Coca-Cola plan to manufacture real Coke vending machines that have such function across the country.
"The Coca-Cola Freestyle app, created by digital marketing agency 360i, lets you mix a drink using 125 Coke beverages, including Coca-Cola, Sprite, Fanta and Powerade. After choosing each, you hold down a “push” button to fill a cup of your choosing. When you fill your cup, you can name it. There’s also a game designed for the iPhone [iTunes link] and Android formats."
"The Facebook Page also directs you to Freestyle vending machines in your area and lets you ask for one in your town. There are now about 1,500 such machines in restaurants like Wendy’s, Burger King and Five Guys, but Coke plans to make more noise about Freestyle next year. The company is working with ad agency Ogilvy & Mather on a 2012 ad campaign for Freestyle, according to Advertising Age. Coke would like the apps to eventually generate a 2-D barcode, which could be scanned at one of the machines to create a blend, according to Ad Age."
I think it is a great start of business between Facebook and Coca-Cola. The unique service will be a good selling point to attract customers. Both facebook and Coca-Cola have millions of loyal followers, thus marketers needn't worry about whether this idea can draw the audience's attention.
The business can be expanded like packaging, logo and other designing services for customers own. New drinks can be put into the beverage list to increase sales. Further, Coca-Cola can organize competiton show to let Facebook users vote who creates the best new drink.
Do you guys like to mix your own drink? I would like to have a try.
yes!!! it sounds fun :)
ReplyDeletehiiii.. i think Coca Cola created this Facebook app to start advertising for their new vending machines in the future. Moreover, they wanna measure people's reaction toward this app. surely people r looking forward to seeing the machine.. im going to hv a look at that app now.. nice post Terry
ReplyDeleteIt's certainly a novel approach to vending. Giving your customers the power to create their own product increases involvement in an otherwise low-involvement purchase. Smart move!
ReplyDeleteI wonder how much customers have to pay to have their drink produced at the actual vending machine? It reminds me of being a kid at the 'all you can eat' Pizza Hut and filling my cup with a concoction of all the post-mixes that were available! :)
ReplyDeleteI wonder what their actual strategy/objective is behind this. Surely their product mix isn't lacking that it needs to be expanded this severly? While unlikely, why place themselves at risk of cannibalising sales of their existing 'stars'? Perhaps this is just an exploration of CRM in the digital age to reconnect with customers in a new, innovative way.
While it may not be ethically responsible, this would be a cracker idea for alcholic companies (e.g. Diageo) to run an online campaign (no vending machine) to find a new cocktail!
Sounds like fun but how many people would actually buy their mix instead of a Coke for example? Like Natasha said, most of us have tried it at a restaurant but how many of us keep doing it? I think the campaign creates involvement but doesn't really lead to an increase in sales.
ReplyDelete@Natasha: The alcohol companies and especially alcohol brands run a lot of cocktail competitions. One of the most popular ones is 42Below world cup which is held in New Zealand every year. These are targeted to the hospitality industry so you have to work in a bar in order to enter though..
I love the idea! They do however have to be smart with it. Too many of these sort of things that were real heavily influenced by the consumers didn't quite make the cut. The the Vegemite 2.0 iSnack. Kraft certainly didn't do their homework too well on that one.
ReplyDeleteRoss
A very very very interesting Idea! I do sometimes mix the drinks together for better tastes :D Would love to have a try. However, I do think that this would be even better in bars, where you are able to mix your selection of alcohol and other drinks that coke provides :D Maybe a good way to collaborate and promote alcohol and Coca cola products @ the same time, where through app like these, it will increase awareness of the collaborated brands...but indeed very interesting idea :D
ReplyDeleteI think it depends on the cost of machine. If it is affordable, it may come to many places which often organize parties, even families. I think most people may just wana try once and then leave it, especially when they mix bad drink XD. Hence, one of the key issues is concerning how to maintain customers' interest and attention to this idea.
ReplyDelete@chun:Bar is a great idea. I believe it will have a better start compared with public area.
@Natasha: when considering about price, I also have a question, is it suitable for price according to the number of flavor (i.e.: each flavor $2 ) or a given price with unlimited mixture.
In my opinion this campaign is more to emphasize Coca Cola's brand image rather than really increasing sales directly from the freestyle vending machines. By letting the customers the choice to mix their own drinks, Coca Cola will increase their image as a cool, happy and fun loving brand.
ReplyDelete