iCoke.cn site 2008
How does Coca Cola educate 210 million Chinese netizen about their magic soft drink? Let them play with a cute pig might do the trick? You bet!
After initial trials with Nine cities, China Joy, Lenovo on online campaigns since 2005, Coca Cola planned something bigger in 2006. It teamed up with the biggest Chinese online chat messenger (QQ) service provider – Tencent. Tencent developed later popular messenger software QQ in China with more than half billion registered users, its logo shown as a cute naughty penguin. Attracted by Tecent’s newly developed QQ online 3D pet community which already had 1 million registered online users (mainly Chinese Youth), Coca Cola can’t wait to reach those consumers.
iCoke.cn site 2007
QQ pet site 2008
TARGET: Chinese Youth netizen, age 15 – 25
STRATEGY: Reach youth market through Tencent’s QQ pet community by adding/linking QQ pet features with Coca Cola’s own website iCoke.cn and create seasonal campaigns with Tencent on various Chinese festivals. The campaign isn’t just simply online. It communicates with local market through Coca Cola’s packaging, in store display, road show, outdoors, etc. It also later benefits Tecent, as QQ Pet accounts for 60% of Tecent’s revenue through charging user on additional site features.
Bring QQ pet home – Official site for iCoke.cn promotion
CREATIVE: It’s simple as this – addictive online 3D virtual pets for teenages combined with assorted seasonal promotions. For any current/potential QQ pet community online users wants to try special Chinese New Year virtual pet for 2007, they have to go through a registration process from iCoke.cn website, then download the pet and raise it from their own desktop. Consumer got fully exposed to the brand by doing so, and many other features inside the campaign enriched user experience.
Coca Cola’s Chinese New Year campaign 3D pet ‘Zhuzhu’
iCoke.cn New Year featured QQ pet online game
CAMPAIGN: The whole campaign ran for half year, which included initial trial launch, pre-launch, Chinese New Year promotion. A new 3D virtual pet ‘Zhuzhu’ was introduced. ‘Zhuzhu’ is a cute cartoon character (matched with Chinese Zodiac animal for 2007 – Pig) in 3D form, which consumer could raise it with normal QQ pet features such as: virtual food, toys, and they even added a feature which ‘Zhuzhu’ could marry with other 3D Virtual Pet.
MEDIA: ATL – Traditional ads, online ads, iCoke.cn website ( QQ pet theme pack downloads: Magic emtion icon, Coke theme pack, 3D QQ show ). BTL – Coca Cola packaging, poster, outdoor.
RESULTS: 10 million online users registered in iCoke.cn in 6 months, and more than 100 million visits for the website during the campaign.
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