Part four: Value Proposition
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 purpose of this application is to provide teenagers with content by their favorite social media influencers such as, bloggers, vloggers, youtubers and instagrammers. The content will cover various subjects from events and festivals to beauty hacks, movies, new songs and travelling. Teens will have the opportunity to see and interact with them through live feed, commenting and other features of the application. In general the app aims to create a platform for social media influencers of all types and social platforms, who the teen audiences love, and to limit the amount of time they spent on navigating through many different applications in order to find their desired content.
As nowadays, teenagers are very interested in social media this app will keep them updated with new, different and controlled content. All of the social media influencers will collaborate with the application so as to create exclusive content material only for the users of our app while maintaining a personal contact with them. For instance, exclusive videos will be filmed and uploaded live from trips, concerts, backstage and various interviews while the users will also have the opportunity to create their own content. Taking into consideration all of the above it is obvious that one of the core values of this application will be to combine all the activities that teens are more interested in and collect them all in an application in an interactive, different and combining way that promotes entrepreneurship and creative thinking.
Equally important to the application are the values of making the content as much as possible exciting, multicultural, multi-thematic and multi-screening so as to keep the interest of the teenage users alive with a constantly changing content and styling. This will also help in keeping up the application with the most popular apps that already exist in the market and to develop even further. Even though Facebook, Instagram, Snapchat and Youtube are in the top 10 everyday-used apps, we are hoping that with an application marked by quality, progressiveness and a varied storytelling, we will create something equally loved by the new generation and its social media centered interests.
It is also important to mention that the application promotes activity and modern adventure by using live competitions and treasure hunts outside of their home with various prizes, from small Coca Cola merchandise to big trips to other foreign countries. Through that, the application strives for reminding the teens of real life, outside the walls of their houses where they can actually socialize, meet new people and explore their surroundings. After all what is better for this new generation than participating in actual experiences and activities outside the screens of their phones, tablets or computers?
We also have the intention of achieving for the application to even become a trend amongst youngsters to have on their phones, not so much based on selling Coca Cola products, but mostly on creating real content of interest that will inspire them and make them not lose faith in their dreams. It is imperative that the new generation is aware of their goals and opportunities that they can reach through the new media and the Internet, and connecting even more with their favorite social media influencers will help them and encourage them in the future.
In addition, one of our basic values that we will try to uphold as much as possible is to keep the advertising of the Coca Cola Company at a minimum and in an indirectly affective way. As our interviews with a sample audience showed, even if some people had a different point of view, all teens agreed on the fact that if the marketing was not completely profound and done in an exponential way, the content produced and presented in the application would still equally interesting, as they wouldn’t mind the brand behind the formation of the application. In conclusion, not less but smart advertising is the best way to win the audience’s hearts.
Last but not least, it is an obvious fact that Coca Cola has gained the trust and raised its brand’s awareness on a great scale both globally and for more than a century, building a strong relationship between the customer audiences anyway. Based on this, the main purpose and value that we will try to incorporate into the creation of the Teen Vibe application, as we have named it, is to take the relationship between the brand and the new age generation to the next level. The teenagers and therefore the future adults of the world must not consider Coca Cola as a simple soft drink corporation, but as an organization that cares about their capabilities and dreams in the complicated modern societies. By creating this new identity of the Coca Cola brand the target audience will form a stronger bond with the company, beyond simple awareness and likeness, reaching a “love” for the brand and what it stands for.
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
