Recently, Coca-Cola launched its 'Move to the Beat' campaign in promotion of the 2012 London Olympic Games, and now the Coca-Cola 'Beat of China' campaign has also been rolled out in an effort to target young Chinese consumers. The reason for the country-specific initiative is that Coke discovered the Chinese youth don't consider London as being influential in the music scene, something that goes against the Move to the Beat campaign, which directly celebrates London as a place of musical inspiration.
Thus, the Coca-Cola Beat of China campaign aims to underscore London's influence on music by encouraging fans to submit their own "beats" in an effort to create an anthem for the London Olympics. According to Marina Palma of Coca-Cola, "...there was a perceived distance between Chinese people and London. The main task was to close that emotional and physical distance in a relevant way."
The campaign has already garnered over 180 million music submissions, and the new anthem featuring these submissions will be released July 12.
Country-Focused Drink Campaigns
Coca-Cola Beat of China Targets Young Chinese Consumers
Trend Themes
1. Localization in Marketing - Opportunity for brands to tailor their marketing campaigns to specific countries or regions, addressing cultural differences and preferences.
2. Crowdsourced Content Creation - Brands can engage consumers by inviting them to contribute content, such as music submissions, to create a sense of community and ownership.
3. Connecting with Youth Consumers - Companies can focus on targeting and understanding the preferences of young consumers to create impactful marketing campaigns that resonate with them.
Industry Implications
1. Beverage Industry - Brands in the beverage industry can adopt country-focused campaigns to connect with consumers on a local level and strengthen brand loyalty.
2. Music Industry - Opportunity for the music industry to collaborate with brands in creating anthems or incorporating user-generated content to enhance engagement and expand reach.
3. Marketing and Advertising Industry - Marketing and advertising agencies can assist brands in developing localized campaigns and leveraging crowdsourced content to effectively target specific consumer segments.