This is an awesome example of a brand getting the social platforms it wants to engage in, then delivering relevant value that's tied back to the band...
Coca Cola’s Facebook App, Burn Alter Ego
We’ve seen some pretty interesting advertising campaigns that utilize Facebook’s platform for integrated applications, such as Bob Dylan’s. Most of them have been pretty cool, even in their blatant attempts to get users to spread a brand’s name around to their friends. Coca-Cola’s latest, however, seems like it could be fun.
It’s branding is rather subtle–if you add the app to your profile (click here), you may not even recognize that it’s a marketing effort until you’ve gotten it all set up and begin to play. The product being promoted? Coca-Cola’s drink Burn. The app itself? An avatar alter ego that goes clubbing at night, and reports back in the morning. That report shows up on your Burn app blog, your profile page, and even your newsfeed.
You can choose to go out with your other friends that have added the application, or make new friends while your out. Who knows? You may even bump into a celebrity avatar, and have all your friends thinking you were out with Paris Hilton last night.
At any rate, there’s a bit more to this application than trying to trick your friends on your newsfeed. The more you go out and enjoy the Burn night life, the more options you’ll unlock for your avatar. New outfits, hair dos, furniture for your apartment, and more. Looking through the application’s unlockable extras, there don’t appear to be too many more than what’s already available, so I’m curious to know how far Coca-Cola plans to build out the Burn application and others like it.
Depending on the success of the Burn app, however, and the potential for other services like SceneCaster may be recognized even faster, for use as branding tools across social networks.
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