Dance With Coca-Cola and 2PM

Even though this is in S. Korea, it still shows a very unique and engaging manner of brand recognition and future consumerism of a well-known product. In other words, guerrilla marketing that has evolved to incorporate human interaction.

Coca-Cola brand teamed up with popular idol group 2PM to create a marketing tactic that is not only engaging via interactions with consumers and machine but also made to be fun. This machine was placed in a heavily populated movie theater that allowed people to follow the dance moves in order to be rewarded with a bottle of Coke. The better the person is able to emulate the 2PM members on the screen, the more bottles of free Coke was received.

This form of marketing ties in with the ever evolving emerging media of today. It promotes some type of interaction between product and consumer. Also, with the added fact that other potential consumers are recording the interactions via their mobile devices, there is the benefit of more exposure from personal posts made on various social media platforms. The most popular social media platforms of today in S. Korea are Twitter, Skype, Facebook, What’s App, Kakao Talk and YouTube. These platforms allow users to make posts in their respective language in addition to being able to engage in file and information sharing. Marketers utilize these various platforms to reach a media based market. Particularly the millennials as they are the group that follows the latest technology trends best. What is next on the horizon for emerging media trends?



3 thoughts on “Dance With Coca-Cola and 2PM

  1. Oh, how cool is that. Asians seem to have a lot of extras when it comes to technology and how they communicate. Instead of a Coke can I have one of the guys? On a serious note, I think this was a genius manner in which Coke remains relevant and at the forefront of many consumers in brand recognition. Interesting and great post.


  2. Experiential marketing is powerful and Coca-Cola has succeeded in this area more than once. I’m not surprised that the dancing machine was a hit in South Korea. Coca-Cola did their research and connected with this multicultural audience the right way. Looking to data, Nielsen states that 79% of Asian-American adults are foreign-born or immigrants. Because of this, they bring to America their cultural traditions, which influence their habits and choices as consumers. When it comes to music, according to Nielsen, Asian Americans “are devoted music fans who listen to a wide range of musical styles. Pop/top 40 was cited as a favorite music genre (23%), followed by hip-hop (9%), R&B (8%), alternative rock and country (both 7%).” As such it makes sense for Coca-Cola to speak to Asians by way of music and dancing.

    In a similar effort to engage with consumers, but this time across multiple platforms, Coca-Cola introduced their “drinkable commercial.” The brand collaborated with Shazam so that consumers could enjoy Coke Zero. By “Shazaming” ads (via billboard, TV, print or radio), consumers were able to see Coke Zero pouring into their smartphone screens, filling up a glass. When the glass was filled, consumers were then given a free Coke Zero offer to redeem.

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