Coca-Cola has over 97 million Facebook fans who regularly engage with the brand and who are willing to stand up against those who would attack its credibility.
Bottom line, your fans love you!
StayCool, leverages that community of fans and supporters to solve a problem that they hate just as much as Coca-Cola corporate does.
App Adoption and Usage
Although a small percentage of your community will utilize the app regardless of recognition or reward, to get the level of engagement necessary to solve the “out of stock” issue, the majority of fans will need some sort of motivation.
Instead of using the rewards of free soda or merchandise, we decided to focus on the second most powerful form of motivation, Recognition and Respect.
Those users that reach the Ambassador Status will be driven by the recognition and prestige of being a community leader. Our idea is that these Ambassadors are able to be recognized on a large scale, the front line to the introduction of new flavors into their markets and being the center of attention at the Ambassador Only Parties.
The introduction of Coke labels with individual names in 2014 was success that drove sales growth, and because it utilizes the power of recognition, Coke could use this same idea to recognize it’s Ambassadors. Just image if everyone in your area was drinking a Coke with your name on!
This solution will not have the impact that is within its potential if left to an organic adoption. However, for the creative marketers at Coca-Cola corporate, spreading the word and on-boarding new users won’t be difficult. A well done video campaign that is entertaining will move many of your +97 million fans to download and start using StayCool.
A Super Fan
Having a front runner, a super fan, as the face of StayCool, can also increase the adoption of the app throughout your community. Social influence from somebody with a real passion for the Coca-Cola brands will convince your other fans that they want to be a part of this new opportunity to make the company and products they love more accessible and available throughout the world!