Coca-Cola Launches Sponsorship Inside Popular Facebook Application LivingSocial
While many big brands have been building custom applications on the Facebook Platform, many have also been engaging with large audiences through sponsored integrations with Facebook applications. The latest is from the most valuable brand in the world: Coke.
Coca-Cola and MediaVest have partnered with appssavvy to develop a marketing campaign inside the already-popular Living Social, giving the drink company exposure to the more than 17 million monthly users of the Facebook application which has become popular for its “pick 5″ lists that users often share with friends.
The sponsored area of the application features a “Things that make me happy” list and gives users the opportunity to fill in what they feel are their favorite five “Coke secret ingredients.” The format will be familiar to anyone that’s used a LivingSocial app on Facebook — just enter a word or a few letters into the search box and you’ll see a list of secret ingredient options.
By piggy-backing on the success of LivingSocial, Coke and appssavvy have tapped into a huge social community instead of building up a fan base from scratch. The Coke Facebook Fan page has about 3.5 million fans, but they’re able to reach a different segment of the Facebook audience by sponsoring LivingSocial.
Many brands, both small and large, are building their own specific apps for Facebook, which then take time to catch on, if they catch on at all. Sponsoring already-popular apps gives brands an immediate impact and skips the lag period associated with a new application. It’s also an important way established applications are monetizing successfully.
June 24th, 2009 at 5:21 am
Very smartly done campaign by Coca-Cola. This leverages the already active Living Social fan base rather then starting from nothing if Coke had launched a brand new application.
Would be curious to see how this does.
June 24th, 2009 at 5:21 am
Smart collaboration. Coca-Cola can probably get away with it but wonder how well it will go. They’re big enough for it to not work.
June 24th, 2009 at 5:23 am
Nice evolution of Coke in facebook…. fishing where the fish are…. Good job MD and team
June 24th, 2009 at 8:39 am
[...] Inside Facebook [...]
June 24th, 2009 at 8:46 am
Problem is, “Pick Your 5″ is kind of done on Facebook. Would have maybe worked a month or 2 ago.
June 29th, 2009 at 9:05 am
Love it! Hope it goes well – good luck to MD and his team!
September 17th, 2009 at 1:21 am
[...] un ottimo strumento di marketing ed è questa l’intuizione che – come ci spiega bene InsideFacebook – ha mosso MediaVest in partnership con appssavvy a sviluppare una campagna per Coca-Cola. [...]
February 11th, 2010 at 8:10 am
[...] • Coca-Cola teamed up with arguably the most popular Facebook app Pick Your Five from LivingSocial to create half a million Coke specific lists and generating nearly 100,000 new fans of Coca-Cola’s…. [...]
February 15th, 2010 at 3:56 am
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