Part 2 : The Solution
The following post is part of the #TeenVibe project for the #CocaColaChallenge by the team Market Games of the Startup Lab of Panteion University in Greece.
The fundamental characteristic of the Teen Vibe application, that differentiates it from anything else that is on the market is that it provides all that information, as well as exclusive content, made by digital influencers, without being scattered in various applications and social media. More explicitly, T.Vibe cooperates with, not only experienced bloggers, but also with less well-known youtubers, instagrammers and vloggers, who will post various types of content for Coca Cola and its discrete promotion.
In general the application will provide the following sections:
1) Articles: where users will find several posts about various topics by all kinds of digital influencers, which will only be exclusively found within the application. Comment section and reading count will be available.
2) Live Feed Videos: where the users will be able to interact with their favorite social digital influencers live by using the commentary section. Previous live videos and view count will also be available.
3) Radio: where the users will be able to choose from a number of different live playlists regarding their favorite genre of music. Artist information and pause button will be available.
4) Geolocation Map Competitions: where the users will have the opportunity to find and win prizes and gifts of different magnitude just by walking outside and exploring. Pins will appear on the map when the users will be very close to the random prize. Monthly treasure hunts with clues and hints will also be available.
The subjects in which the posted content will refer to will vary from lifestyle, traveling, beauty advice to festivals, concerts, music, cinemas and gaming, while it will only be exclusively found inside the application.
Another different and innovative characteristic of our application will also be the fact that it will provide users with the possibility to send themselves various songs of their choice in order to enrich those playlists or even send their own songs. This will give to the young people, who have a music talent a chance to raise an audience and to fulfill their dreams in a musical career, as if selected and are successful, the application will promote them.
Another new and distinctive feature that the T.Vibe application will present will be a map where the users will be able to take part in fun activities and exciting competitions and treasure hunts. For instance, the teen audience will open and follow a geolocation map in order to find clues for places where free coca cola will be offered to users of the application exclusively, while there will be a rotation to different places per month. Upgrading the user relationships and the customer experiences even more, the users of the app will also be able to access and find secret locations with hidden gifts, as well as large scale competitions with prizes like travel tickets and exclusive backstage or concert passes.
In general, other characteristics of the application that make the big difference compared to existing applications will be the following:
a) The whole content will be exclusively found in our application and will be supported by a small group of media experts in addition to the constant cooperation with new social media influencers aiming at the continuous posting of new material.
b) At Christmas time, Easter, St. Valentine’s Day, St. Patrick’s Day and Mother’s Day additional presents will be on offer apart from the ones mentioned earlier.
c) Users with the most video views will win personalized presents with the coca cola logo or coca cola refreshments depending on their own choice.
d) Making an account and signing up in the application is much easier as no password or personal information will be required by the application’s team, while fast-track log-in will be available through social media, such as Facebook, Google+ and Twitter.
In conclusion, all the information regarding presents, videos and new opportunities can be found only in this specific application. This way, we hope to achieve users’ satisfaction, the advertisement and promotion of the application as well as of Coca Cola itself. As a result we are aiming towards establishing close “love” relationships between the brand, the ideas that it stands for and the future generations of the world, hopefully resulting in rises of sales and even larger brand awareness.
Team: The Market Games
Team Leader: Daphne Diapouli
Team: Amanda Voulgari, Daphne Diapouli, Frossw Karpozilou, Katerina Constanta(Konstantinopoulou) , Anastasia Σηλια Συμεωνιδη
University: Panteion University of Social and Political Sciences
Department: Communication, Media, Culture
Professors: Betty Tsakarestou, Spiros Kapetanakis, Katerina Vlassopoulou
