可口可乐引导社会化营销（Coca-Cola leads social marketing）.doc

可口可乐引导社会化营销（Coca-Cola leads social marketing） Behind the nickname bottle: Coca-Cola leads social dialogue Handsome and white Formica, moonlight clan , meow star people...... Printed on Coca-Colas packaging on these Internet Era nickname, is Coca-Cola nickname bottle creative, it comes from Australia, has been launched in the Chinese market, fast two months. More than a month after the first launch of the nickname bottle, Coca-Colas bottle of nickname customized activity reached a new climax in the morning of July 10th. Five minutes, the price of 20 yuan of custom-made bottles, the number of orders climbed to 900. Popularity has caused Coca-Cola to crash on Sinas micro-blog order system. Chen Huiling quickly asked the team to pull out the background data and let them analyze who was ordering. How could it be so soon? I worry about whether its a scalper or a zombie fan. Chen Huiling told the first financial daily. Chen Huiling is director of interactive marketing at greater China, Coca-Cola. In 2011, he joined the Coca-Cola team and was responsible for the overall digital marketing strategy, planning, management and implementation in china. A recent example is the official Durex micro-blog planning. The final analysis allowed Chen Huiling to settle his mind. The backstage executive agent analyzed 900 users who purchased it. The results showed that the addresses were from all over the country, and there were no more than three subscribers at the same address. Although this summers marketing campaign around the nickname bottle was halfway through, Chen Huiling said: the present effect has exceeded expectations.. Marketing for nickname bottles Back in late May, people on social platforms showed Coca-Colas customized nickname bottle. Many people are wondering if Coca-Cola will have a big move. Later, Coca-Cola revealed that the wave was warming up and initially understood market response by sending happy bottles of nicknames to some people on social media. These people ar