Marketing to protest campaigns - social media has it covered
October 05, 2013 00:00 By Asina Pornwasin
The social media is allowing businesses to get close to the end user, which is possibly why more and more companies are launching marketing campaigns online.
The latest online marketing phenomenon in Thailand came from Coca-Cola (Thailand), which has decided to put 80 nicknames or compliments in Thai on cans or Coke bottles. Consumers can list their name or favourite word at www.icoke.co.th and see if it shows up on a Coke can or bottle. This campaign has cost the company Bt140 million, so far.
Thailand is the first country in Southeast Asia where this campaign has been rolled out. It was first launched in Austria, followed by China before expanding to 50 countries.
The campaign in Thailand created a huge buzz on social media when people started finding their nickname on Coke bottles or cans and began posting photographs on Facebook, Instagram or Twitter.
This blending of personalised marketing and going viral on social media has made this marketing ploy rather successful.
The social media is also proving to be useful when it comes to announcing or promoting activities and events.
A good instance of this is the four-day Thailand Mobile Expo 2013, which runs until tomorrow. Most brands being showcased at the event began advertising their planned promotions and activities at the event well in advance so people could pencil them in.
Plus, those who went to the event provided free advertising by posting photographs and information about the event on their timelines, so their friends can be tempted to check things out.
Apart from offering free marketing gimmicks, the social media is also a good medium for highlighting social causes, for instance the case of the little puppy that was cruelly crushed to death by three unidentified women. The video clip went viral on Facebook, leading to the Philippine Animal Welfare Society (PAWS) to issue a statement (https://www.facebook.com/pawsphilippines) as well as call on people to help investigate the incident after it received more than 80 calls and at least 400 e-mails from concerned citizens.
People for the Ethical Treatment of Animals, international animal rights organisations along with more than 3 million members and supporters are now on the look out for these three evil women.