Objective:
To develop a cross-promotional website between Southwest Airlines and Coca-Cola to introduce the new Energy Drink brand (Full Throttle Fury) to the marketplace.
Solution:
A relatively new social website called “Facebook” was quickly becoming popular with the college market segment. With few advertisers, the competition for attention was low. To access the mass of college kids and leverage the image posting and social sharing capabilities of this new social platform, we developed one of the first “Fan Pages” on Facebook. This promotional hub supported by Flash banner ads that ran across the web and within Facebook, driving fans and engagement. This social marketing campaign was one of the first truly interactive social promotions on Facebook and invited students to upload photos showing how they “Live Life Full Throttle.” Each picture gave them a chance to enter a sweepstakes for a chance to win Southwest Airlines tickets and a case of Full Throttle Fury.
Results:
The promotion was a huge success for Coca-Cola resulting in thousands of college students and young adults posting pictures of themselves jumping motorcycles, surfing, skiing, mountain biking, skydiving, scuba diving, bungee jumping, etc. and for a time, was one of the most popular pages on Facebook. The result was a successful launched the Full Throttle Fury brand deep into digital community.