CASE STUDIES / MOBILE MARKETING
The Challenge
The Coca Cola Company is the largest soft drinks brand in Turkey. The company leverages the mobile messaging channel for doing marketing campaigns and promotions. The existing messaging contract of the client allowed only subscribers of one carrier (Turkcell) to participate in the short-code campaigns. There was also inefficiency of using a different application for sending and another one for receiving messages.
The client was also unable to track their campaigns due to the lack of an effective reporting tool.
What Coca Cola needed was a mobile marketing partner who would manage the entire campaign and also implement the technical infrastructure needed to run it.
Our Approach
Pozitron took over the responsibility of managing more than 10 mobile marketing campaigns for Coca Cola. Pozitron’s Boomerang platform provides a one-stop solution for all messaging related needs. The Boomerang solution has a unified administration portal for managing campaigns, marketing broadcasts and receiving and processing messages.
Boomerang also interfaces with all three mobile carriers (Avea, Turkcell, Vodafone) under a single short code from the mobile phone. This enabled running a marketing campaign across all operators. Boomerang also has integrated reporting tools for generating very detailed reports. This allowed senior management to track the performance of campaigns and also gave them valuable data mining and CRM opportunities.
Pozitron took full ownership for the marketing campaigns including contacting stores that run the campaigns, monitoring daily statistics and providing regular updates to Coca Cola management about the performance of campaigns.
Result
After implementing Pozitron’s marketing and technology know-how, Coca Cola was able to outsource mobile marketing campaigns and focus on their core business. The Boomerang intelligent messaging platform operates at 99.9% reliability in message sending and receiving.
Pozitron has run successful in-store campaigns in Carrefour, BP Oil shops and Real retail store chains for Coca Cola. Coca Cola also used Pozitron’s services for its campaign themes for 10 marketing campaigns in 2008, including the Formula One championship and UEFA Euro 2008.
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