Coca-Cola: Cric N Coke — ICC Promo Game

 

Campaign Summary

Coca-Cola developed a digital cricket game and a sweepstakes for chances to win seats at the ICC Cricket World Cup.

Strategy

Objective and Context:

New consumer acquisition in the beverages category had slowed down in Q1 2019. Coca-Cola formulated a campaign to recruit new customers across India through an active digital engagement on a brand-owned property. At the same time, it created a pool of first-party data for future communication and re-targeting.

Target Audience:

Coca-Cola's intended target audience was cricket-loving 18- to 35-year-olds, both male and female, across tier 1, 2, and 3 cities in India.

Creative Strategy:

Coca-Cola strove to connect with its audience by making them a part of the 2019 Cricket World Cup through a digital cricket game.

Execution

Overall Campaign Execution:

Coca-Cola developed an offline-to-online promotion that began with a consumer purchasing a Coke product. A unique code on the Coca-Cola label gave users a chance to access an engaging web-based game and compete for the grand prize of watching the ICC Cricket World Cup live.

Mobile Execution:

The Cric N Coke game on Coke2Home allowed users to play their favorite sport of cricket digitally, simply by using their mobile number to sign up. The code on the Coca-Cola bottle could be entered to earn digital coins. The coins were used to play the game, after which the scores were entered in a leaderboard with a chance to win prizes, including customized headphones. The weekly top scorer won tickets to watch the final match live.

Results (including context, evaluation, and market impact)

Coca-Cola found that:

  • More than 550,000 users spent over 300,000 hours engaging with the game.
  • Over 30 percent of the registered users revisited to play multiple times over the course of the campaign.
  • The average time spent on the game was 15 minutes across more than 1.2 million sessions, which soundly beat the industry average of 33 seconds for rich media ads.
  • The most engaged users played the game more than a hundred times, with session duration lasting as high as 90 minutes.

To top it off, Coca-Cola sent over 50 winners from the promotion to the ICC Cricket World Cup final at Lords Cricket Ground in London.


Categories: | Industries: | Objectives: Mobile Gaming, Gamification, and Esports | Awards: X Finalist