In an attempt to reach a new demographic, Coca Cola held a gaming competition between four players that it then live streamed to a larger audience.
The world of online gaming is vast and brings in millions of viewers each day. While people's dedication to watching others play video games is incomprehensible to some, millions of others consider it a hobby. To reach this unique but expansive demographic, Coke Zero hosted a 'Game-a-Thon 1.0' at its headquarters with a live audience and a live stream that was set up to increase viewership. The seven hour event involved games such as Mario Kart and Super Smash Brothers, along with entertaining and witty banter between the competitors.
By targeting a demographic that is enormously influential but largely made up of self-made individuals and their supporters, Coca Cola was able to put its corporatism on pause and become an interactive agent in this marketing scheme.
What Makes This Trend Stand Out
- Gaming Event Marketing
- More companies will host gaming events and live stream them to reach a younger demographic interested in video games.
- Live Streaming Competitions
- Live streaming competitive events, like gaming, will continue to grow as a way for brands to reach more customers and increase engagement.
- Interactive Marketing Campaigns
- Interactive marketing campaigns that allow live participation from customers, such as a gaming event, will become a popular way for brands to connect with younger audiences.
Sectors Adopting This
- Beverage Industry
- Beverage industry brands can benefit from hosting gaming events and live streaming them to increase engagement and reach a younger demographic.
- Video Game Industry
- Video game companies can partner with brands to host gaming competitions and events to enhance their marketing efforts and reach new customers.
- Marketing Industry
- Marketing companies can help brands create and execute interactive marketing campaigns, such as live streamed gaming events, to increase engagement and connect with younger audiences.
