A successful tour with the support of O2

When Coca-Cola’s X-Mas Truck hits the road, that special day can’t be far away. For the promotional effort that included the entire range of media, the company turned to O2 for support: with SMS, a special WAP site and a special internet feature on o2online.de. These activities garnered large audiences for the Coca-Cola X-Mas Tour.

Goal

The goal of the campaign was to raise awareness of the Coca-Cola Christmas campaign in the target group and motivate people to the visit the X-Mas Tour. Ultimately, additional traffic to the point of sale should be generated.

Communication

During the X-Mas Tour, the Coca-Cola X-Mas Truck made stops in cities all across Germany. Two days before the truck was to arrive, O2 customers in the given city were notified of the upcoming visit by SMS and WAP Push.

Further details on the Tour as well as a prize draw and a photo gallery were also available to customers online on o2online.de and on mobiles on the O2 Active Portal and on a specially produced, co-branded landing page. Special advertising formats in the electronic version of the O2 customer magazine »c@n do« were also used.

To participate in the prize draw, customers had to submit by MMS a picture of themselves at the location with the X-Mas Truck. The photos were then published in an image gallery on o2online.de.
 

Response

The campaign achieved outstanding response rates across all channels, which is why it was repeated in 2007. Results were validated through a customer survey conducted by the O2 Customer Test Lab and optimised over the course of the campaign.

The campaign was well received by more than just the customers. The CommClubs Bayern gave it the 2007 Mobile Marketing Award.