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I adored the Coke Club concept that is a local initiative by Coca-Cola launched in 2007.

Coke Club is an open-air summer place that has been providing quality music and cultural programs at Lake Balaton (the biggest natural lake in Central-Europe) over the last couple of summer seasons. During the day you play beachvolley or beachsoccer, burn yourself under the sun and get the best Cuba Libre in town or just simply enjoy the clear and cool water of the Lake Balaton. At nights best Hungarian and famous international groups and DJs play music.

The campaign creatives in 2007 and 2008 were simply stunning and demonstrated the quality of the place that was full with designer chillout furnitures like this:

 

coke_club

 

 

 

 

 

 

 

 

 

 

 

and this:

 

cokeclub

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

For this year Coca-Cola has a new creative agency. As Coke Club opens on Saturday I managed to capture the first banner. Here it is:

 

 

It is a crappy rap that has one aim: to draw attention. And what if you get that?!

How may that represent the philosophy of the best chillout place in town?!

How can you fit it into the concept of MTV Icon (best ever music groups that are celebrated at the venue)?!

What is the connection between this performance and the most celebrated DJs that plays the best music on every Friday?!

I was excited by Coke Club this year, but this season started with a disappointment.

As I promised, here you can read my insights about the running promos of this summer. I needed some time to collect the materials for this post. And I mean it, my fingers are not enough to count the online promos of FMCG companies running at the same time and are based on some kind of a code redemption via online.

However the platform is the same (buy product, get a code and redeem it for rewards), the solutions and online media strategies worth to consider.

I will go in alphabetical order, but to keep this post’s short normal length, I won’t go into deep analysis, will focus on the specialties.

 

I. 7up.hu
Pepsi co’s 7up brandsite after last years’ ‘upload your photo with Fido‘ activation (not very original, is it?) stresses the mental refreshment 7up can gives you by short quizzes you may take. If you are good enough, you can register for the prize drawing. They created a full flash site with a poor navigation and not very exciting additional services like message wall, or a v-card with your photo. The campaign creatives are also very common display ones.

 

 

Special note: Oops, no code redemption. Don’t see why product consumption is not needed to participate in the promotion. Drink Sprite and win 7up prizes then! (jerk!)

Promotion period: 3 months (June-August)

 

II. Coke.hu
Coca-Cola continues a promotion started last year concentrating on giving music content and daily/weekly prizes for cap code points. Seems that music is an international platform but this year the promotion is extended with dedicated Coke Light and Coke Zero prizes. The content supply is wider therefore and structuring it with customizable skin is a good idea. Coca-Cola may talk to different target groups with this.

 

 

Special note: It is interesting that Coca-Cola doesn’t communicate the promotional prizes, they rather focus on the music content in communication as well.

Promotion period: 10 months – March-December

 

III. Magnumcsokimisztikum.hu
Very nice design and good concept. But Unilever Hungary has very well organized former activations so I am sure their agency has an easy job to sell a good online conception for them. I have two concerns though:
1. For the target audience navigation is a bit complicated. I wouldn’t develop a full flash site for supporting such a complex promotion with story and video uploads.
2. The domain is too long to remember. If you place it in print/TV copies, no one will remember it. It requires therefore continuos online support to get the users coming back.

 

 

Promotion period: 4,5 months – April-August

 

IV. Momentcity.hu
Momentcity by Nescafé has started last year and was renewed this spring. Momentcity 2 pretends to be an entertainment portal by offering music and video content, chat and online games besides a webstore where you can buy goods for points collected with Nescafé product codes. Navigation on this site is really slow due to the big flash files that make the experience poor. However, I guess it offers the biggest content supply, I don’t think it can be successful on a long-term basis as returning/loyal users will get bored with the navigation process.

 

 

Special note: In movie section I have found embedded Youtube videos as Momentcity content. I am sure Nescafé has the rights to do that, isn’t they?!

Promotion period: 4 months – April-July

 

V. Sportszelet.hu
It is a special Hungarian chocolate brand that is on the market for more the 50 years. They also had a promotion last year with user video uploads (like 7up) but this year the promotion mechanism is not any better, really. Tough, the execution is again very entertaining. Both the text and the design. My advice for them is to try harder, work more on the conception, because design and format is just not enough in such an ad noise.

 

 

Promotion period: 5,5 months, April-October

 

VI. Tictactuti.hu
This is a very special one. They are one of the early birds that believed internet is a good channel for brandbuilding. They started a community back in 2005. They had an advantage then but couldn’t live with it. They chose a wrong platform by kept trying to build and maintain a community:
1. Community market has become very tough, even in Hungary. A brand with same community services cannot compete with communities belong to a media owner.
2. Tictac as a freshmint candy brand of Ferrero will never have such a strong engagement that can fanatize people to be the member of that community.
3. A community needs continuos animation that requires a big budget. From small money you cannot build and keep a community.
Anyway, this summer the portal has got a facelift, but they are still pushing this community thing. According to their own counter there are 8 thousand registered members, which means they have a lot to do, especially if they want to keep these members.

 

 

Promotion period: N/A

 

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The extra one is Pepsi. But not because they had such a special promotion. The reason is that their movement how they acquired their own medium and linked the brand to football is brilliant. They now have to work on how they crosspromote the brand content and football-related one, as it wasn’t ideal over their promotion period. Using this synergy is important for them as Coca-Cola’s online activities has been very impressive.

Just in case you want to see Pepsi’s promotional online message:

 

 

I have to add that this list is very subjective, and doesn’t contain all the promotions running online in Hungary (eg: no beer code collection promotions covered, however there are running at least two at the moment). But, as Hungarians are playful people, with strong traditions in promotions, advertisers has to follow the afterlife of their activities here and everywhere else. There is also a new market growing, changing, selling and buying the codes. Funny.

As a summary, have a look on the promotions ranking – according to Google (the ones that are not on the shot below have no data available).

 

Euro2008. 16 teams. 14 languages. Make it 15 even though there is no participant from the UK.

Adidas is sponsoring a Euro2008 section on a very mannish portal, fn.hu.

 

 

They also placed a banner ad on the opening page:

 

 

It says in Hungarian ‘Dare to dream’ and ‘Impossible is nothing’ while ends with a Hungarian link. Adidas.hu/foci. But when you click on the banner or on the header you get directed to an English language football portal that has no other language option. I am really interested what is the bounce rate of Hungarian users.

Nike also had an impressive integrated campaign before the Euro2008 that was really engaging and had Hungarian creatives and an international landing portal without Hungarian language option. But at least Euro2008 participants found their own version.

Now Adidas’ way is clear. They decided to have one portal only in English, whoever speaks may understand, English is the no. 1. language in the world anyway… but I don’t understand Nike’s decision, once they create a CMS that has different languge versions and they run a big integrated campaign with sponsored channels on videosharing portals, print and TV ads why don’t they spend a couple of thousand USDs for the local version?! You know what they miss is a deeper engagement with their consumers.

Ok, you can say that Hungary with its 10mln population is a small market, but trust me there are enough local content for users not to spend too much time on branded stuff in English. Nestle and Coca-Cola know that.

This is a very interesting and complex theme. Try to be straight to the topic then.

Let’s see first, what is the most popular online entertainment activity (source: WIP 2007 Hungary):

Entertainment activities on the Internet

Guess you knew that anyway, but marketers need charts and diagrams to be able to make decisions so there you go. In the meantime offer legal and free (???) music online seems to be a success whatever you do over the communication. The art is to link your brand to it.

Now, we know that Coca-Cola and iTunes teamed up last year. What you don’t know is that iTunes is not available from Hungary (or at least limited usage). So Coca-Cola Hungary lost the opportunity to co-brand Coke with the trendy Apple brand. And the second thing is – as in my previous post I wrote for another field – that this market is way over-regulated so there is a huge unnecessary administrative cost for the Advertiser if they want to provide music legally.

Isn’t it great the Coca-Cola Hungary still made it with Coke.hu? I really want to know how big budget they have. Their newest attraction is that they offer exclusive Rihanna content:

I found their ad on music portals so it seems that they use only thematic targeting. Well, they don’t risk too much. 🙂

Vodafone Live! is a successful project here in Hungary. In our country, the mobile internet market is not liberated so they are not really in a though situation. Your opening WAP page is either t-zones (T-Mobile), Pannon W@p (Telenor) or Vodafone Live! depending on which mobile provider connect you to your beloved ones. Today there was a big expandable VL display ad on the most popular news portal’s main page offering Madonna content:

It opens only when you click which is a pity (you lose clicks as visitors need to click once again to reach the landing page) it would be better by mouse-over but it is really impressive.

Why this communication is worth to mention is that is has a music link and secondly because mobile providers’ campaigns are usually focusing on their tariffs or newest devices. Even though we have here a Sony Ericsson screen and additional offer this campaign is an interesting one.

Anyhow, music seems to be a good choice to invest in.