How did the big-name brand get teenagers to go online at Coke FM? By holding a live ‘Download Concert’! At the event in Colombia, a popular band was suspended above the stage and every time the audience downloaded a song, they were brought down 10m until they reached ground level with their fans.
Coca Cola not only put on the world’s first
concert at a 50m height - a total of 337% more visitors flocked to the website,
increasing interaction time online by a staggering 800%. The campaign was so
successful that more are lined up to roll out across other South American
countries. What a fine example of free media – giving rich experience!
