Within Arm's reach of Desire
The Coca Cola Company, aka Coke, has been a leader in mobile advertising for some time. Going back to 2005 when they launched a bottle top short code campaign in Turkey and the UK, Coke has been forward leaning into the potential of mobile. BTW, I led the carrier connectivity supporting that project while I was at Mobile 365; we delivered the SMS payload for Coke to mobile subscribers in both countries, hence I've had a long standing interest in their leadership in mobile marketing.
Coke's view of the mobile world is that every person on earth should have a Coke product "within arm's reach of desire." Good mobile advertising looks to capitalize on a first mobile impulse and Coke is effectively executing in both areas. Coke provides 1.4 billion servings a day, and there are 3.4 billion mobile phone users in the world. Hence they are slightly behind and need to fill a 2 billion gap by driving arm's reach demand, naturally through the mobile phone.
The Language of Refreshment
Does anyone actually want to view ads on a mobile phone, let alone interact with them? Silly question, of course they do. Coke actively recognizes the singular opportunity to interface with the world's most intimate electronic device, a mobile phone. Moving well beyond the simple messaging which I was involved in, The Coca Cola Company is into viral advertising enabling shared content via your social graph enabled via your mobile device, as well as providing idle entertainment through limited reach bluetooth zones--for more, listen below. No mobile frontier will be left unexplored for the most recognized brand on earth.
Recently at the Mobile Marketing Association Forum in San Diego, I had the chance to talk to Tom Daly, Group Manager--Strategy & Planning for Global Interactive Marketing at The Coca Cola Company. Tom's the key guy--globally--at the forefront of their digital marketing and mobile is a key component to their strategy--not surprising.
Refreshment is a language everyone understands. No one speaks it better than Coca Cola.