The ‘’Woah’’ challenge by Coca Cola
During the winter semester,AD&PRLAB gave me and my team ‘’The Ogilvies’’ the opportunity to participate in a challenge related to Woah application of Coca Cola.Our mission was exceptionally simple ,to create one amplification to engage the teens audience,increase awareness and spread the word regarding how awesome is WOAH.
Our awesome thinking was based on a partnership with Spotify,one big launch event powered by e-Food and one digital activation running throughout the year.
According to our transaction with Spotify,in the music section of the WOAH app we suggest the top spotify lists on the month.In Spotify we have a woah profile with customized playlists,related to woah categories and content.Moreover,there will be some awesome spotify ads for woah playlists and some discount codes.Our offer concerns a promo code only for WOAH users to get a discount for spotify premium.In these ways,a partnership linked to our content will be created and will get people to download WOAH application.
Concerning our food event powered by e-Food , it is remarkable all the users that have already applied only via the Woah application,will get the chance of attending an influencer’s food contest where will stand all the well-known food influencers,such as E.G Maliatsis,Foudoulis,Amiyiami with food stands powered of course by e-Food.In the phygital part of the event,all the people will be able to customize their own bottles only via the WOAH app.Last but not least,after the party many drinks will be given.
In the paid media,influencers will promote the event on their social media accounts and also will be some banners and ads on our partners site.In our own media,firstly a reactions video from the influencers food contest and secondly a promo of the event on our social platform will be posted.(Coca-Cola and Woah social media.In the earned media,the #WOAH hashtag will be running sharing each experience and we are going to share every customized bottle of Coca -Cola and the most creative ones will be rebloged.
The specific event will be the first organised and sponsored food contest in Greece and it seems to have a lot of potential to go Viral.We aim to provide our users with an Awesome experience ,proving that WOAH is ‘’WHERE ONLY AWESOME HAPPENS’’.
In our digital campaign,one challenge per month will be posted on social media and the answers will be provided only by the woah content.(Treasure hunt).Of course a special gift will be offered to each winner.
So,throughout all these activations we aim to show people what WOAH really is.We want to provide with a coctail of experiences(food event),relatable content and offers(Spotify transaction),and continuous interaction with our users(Digital).Creating value for our young audience we will manage to get them to follow the WOAH way of life,with the app being their internet-of-everything pal.
WE ARE AWESOME.WHAT ABOUT YOU?
Special thanks to miss Betty Tsakarestou and Diana Birba for giving us the chance of working on an innovative project like this.
Department:Communication,Media and Culture,Panteion University
Members of ‘’The Ogilvies’’ team: Afrodite Geo, Eirini Andreadaki , , Danai Lyratzi, Kostas Madias, GianF
