Digital Case Studies

Coke Social Media Case Studies

The Coke Machine Fairy In Sydney Courtesy of Foursquare

As featured in our Social Mobile Innovations breakfast briefing which took place in London in early September.

Coke machines throughout Sydney will be dispensing more than Cokes - and they'll be getting a little help from a special fairy. This September the Coke Machine Fairy will be checking in at special Coke machines and awarding a prize to the first user to find a special bottle.
Users who friend the Coke Machine Fairy will get notifications when she checks in at a machine that's been loaded with a special bottle. The first person to get to the machine, press the marked button and retrieve the bottle then needs to shout on foursquare that they've retrieved the bottle. The Fairy will arrive to award their prize.
There are 10 prizes available through the promotion, including gift certificates, concert tickets, flight vouchers, chauffeur services, a helicopter ride and a private movie screening.
They've added Coke machines around the city as foursquare venues, complete with their own special so you'll know which ones will be participating.

For more information:

http://cocacola.com.au/fairy.html
http://aboutfoursquare.com/australias-coke-machine-fairy-is-on-foursquare/
http://www.jjprojects.com/2010/09/01/the-coke-machine-fairy-coca-cola-joins-growing-list-of-companies-in-australia-using-foursquare/
http://autobaza.info/australia%E2%80%99s-coke-machine-fairy-is-on-foursquare.html

Coke Happiness Machine Comes to London

For More Information:

http://presscentre.coca-cola.co.uk/
http://socialmediainfluence.com/2010/09/07/coke-machine-spreads-happiness-in-london/
http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=18836&Title=Coca-Cola_Happiness_Machine_brings_joy_to_London

Old Spice Case Study

Amazing results produced from the Wieden & Kennedy campaign for Old Spice which they claim is the fastest-growing and most popular campaign in history. According to the video:

More people watched its videos in 24 hours than those who watched Obama's presidential victory.
Total video views reached 40 million in a week.
Campaign impressions 1.4 billion.
Since the campaign launches, Old Spice Bodywash sales are up 27%; in the last three months up 55%; and in the last month up 107%

UK Government Using Crowdsourcing in Policy Overhaul

Kate Cooper, Social Media Advisor to Cabinet Office and Training Director on YourFreedom Government crowdsourcing initiative:

Recently the UK Government, spearheaded by Deputy Prime Minister Nick Clegg has been using crowdsourcing techniques to get citizens involved in an overhaul to UK Government policy via the YourFreedom portal. Response to the move has been mixed with bloggers and journalists alike criticizing the approach, platforms used and overall validity and effectiveness of the exercise. You can read some of the reactions here and in the twitter feed at the end of this post:

Yet it is interesting to note just how many people have participated in the exercise. Here Nick Clegg talks through some of the results via video on YouTube:

The numbers to date have been pretty impressive with a huge amount of public opinion sourced in a very short space of time. Yes there are improvements that can ben made, and certainly we must wait to see how the coalition uses this groundswell of opinion to make real change, but nevertheless it has been a brave and bold move. It will be interesting to see what brands, businesses and organisations can learn from this exercise and I will be posting key learnings on a regular basis through @traindigital and our Digital Training LinkedIn group.