Is Coca-Cola trying to uplift human spirits or to earn money?
“Coca-Cola livestreams studio sessions to raise money against Covid-19” — posts Thedrum.com. https://www.thedrum.com/news/2020/06/19/coca-cola-livestreams-studio-sessions-raise-money-fight-against-covid-19
Coca-cola has formed a partnership with BeApp to collaborate with more than 100 artists around the world to livestream for its Coke studio sessions. They are having artists like Katy Perry, DJ Khaled, Nicky Jam and Griffin. With this studio sessions company wants to support the International Red Cross and Red Crescent Movement. Also, they want fans to enjoy live music concerts because concerts are not possible in this pandemic world. BeApp is free to download on IOS or Android devices as well as on Coca-Cola, YouTube and Facebook, and during live streaming they can invite friends and family to join the live concert. By interacting and sharing through the application, fans will earn in-app points and currency that can be saved for prizes, that can access to “front row seats”. “Front row seats” offers digital presence during livestream and includes user’s photo and name that is visible to all viewers. Also, fans have the opportunity to donate to support Covid-19 relief efforts.
Coca-Cola is still on top of marketing strategies. People need that kind of connection now more than ever and Coca-Cola is playing a good game with customers. If we remember how Coca-Cola was attracting customers for years, we will remember that company’s marketing campaigns were always based on human’s most sensitive feelings.
Coke’s slogans for years were:
“Have a coke and smile”,
“Can’t beat the feeling”,
“Life tastes good”,
“Open happiness”,
“Life begins here”.
Even I’m not the Coca-Cola lover, I always remember their campaigns full of emotions and energy and it makes me want to purchase it time to time to feel Coke’s power. They always bring positive spirit and deliver active lifestyle and a perception of a good life that is always accessible for their customers. This collaboration with BeApp is a great marketing moves these days. In this crazy world, people need inspiration as they feel down after being quarantined for months and they need to uplift their spirit because of ongoing situation, and using music is the best way for that. Music can inspire everybody and bring more emotions, feel united against one big enemy Covid-19 and donate more. For me I always have goosebumps when listening to the music, especially live and with my people and I feel I’m the part of this world and I can do more for others, then I can for real.
How Coca-Cola plays with customer behavior?
Emotions.
Coca-Cola knows that before customers make their purchase decision, they collect information they need. We all get information through appearance, sound, taste, smell, touch and then choose. All these senses and information create sensation in our minds and create basic acceptation of a brand. Psychologically we are influenced by emotions that are connected to the brand because emotions are most memorable, playing with emotions are the best to keep your customers and attract new ones. Coca-Cola gives their customers and not only customers the information through emotions. Live-streaming idea was a great way to keep people on high spirit level to buy more and donate more.
There is no surprise Coca-Cola tries to play with emotions. Marketers know that people mostly rely on emotions rather than information to make brand decisions and that’s why emotional marketing is more influential to buy than the content of a product.
Do you still think that Coca-Cola is caring about our spirit? If yes, it is ok. Even I don’t, and I know they play with my mind and I’m not a coke customer, I will go and buy one can of Coke and watch the concert to feel how it is to be part of this new reality and new world.
Would you?
