iCoke, attempts of interactive youth marketing
New Media Age reports this week Coca-Cola is getting ready for the global launch of iCoke, an highly interactive youth marketing program. The initiative has already debuted in China and Canada and should be supported by on-pack promotions to drive traffic online.
iCoke Canada is basically a loyalty marketing initiative which invites young users to collect points in order to gain prizes.
The Canadian website features a competition which instantly gives away a Sony LCD Tv by inserting the PIN code found on the can. There is also a co-marketing section, the “Games Lounge” together with Sony Playstation. The “Download” area will offer mobile content such as wallpapers and ringtones but it’s not active yet… It has a sad “coming soon” message which is one of the best move you can do to disappoint your audience.
I know naming a brand or a campaign is not simple, but “iCoke” isn’t the most original name they could have come up with. Of course it’s easy to remember, but it sounds so much like Apple. Furthermore I don’t like the logo (look at the right side of this post) which doesn’t say anything about Coca-Cola’s personality and brand.
All right, enough critics for me, let’s wait for the iCoke launch in other countries.