Social Media Marketing Case Study:
Cross brand, cross promotional campaign development
Objective: Southwest Airlines and Coca-Cola wanted to introduce Full Throttle Fury, a new energy drink brand, using a cross-promotional website.
Solution: A relatively new social media platform, facebook, was popular with our target market, college students, but had few advertisers. We create one of the first Fan Pages on facebook and invited students to upload photos showing how they “Live life Full Throttle”. Each picture entered them into a sweepstakes for Southwest Airlines tickets and a case of Full Throttle Fury energy drink.The campaign was one of the first truly interactive promotions on facebook with flash banner ads running across the web and within facebook, driving fans and engagement.
Results: The promotion was a huge success for Coca-Cola as thousands of college students and young adults posted pictures of themselves surfing, skiing, mountain biking, skydiving, scuba diving, bungee jumping, etc. For a time, the promotion was one of the most popular pages on facebook. The result was a new brand, successful launched deep into the digital community.
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