HONG KONG Coca-Cola China has partnered with mobile service iMagic Systems to launch a campaign leveraging MyClick technology in a mobile marketing first for the drinks giant.
For the campaign, launched last week, Coca-Cola is selling bottles of its flagship product with unique numbers imprinted on the underside of the bottle-caps.
Consumers can use the numbers to register as members of the iCoke China website (www.icoke.cn), where a clickable MyClick flash banner directs them to a special iCoke banner, which they can photograph using their cellphones. MyClick visual matching software then sends two free mobile games to the consumer's phone. Two new games will be available each week.
It is the first time that Coca-Cola has linked a mobile campaign to a WAP service, said Rupert Purser, CEO of iMagic. He said MyClick appealed because of its cutting edge technology and strong brand association with Coke's target consumer - 15-30-year-olds. The technology also has the advantage of being measurable.
"The fact that Coke is an early adopter of MyClick is a huge reinforcement for us that the technology is generally wanted and needed by a global brand on a mass scale," said Purser.
"This campaign is indicative of the more inventive and integral uses major brands are devising for MyClick."
Since its launch in March, MyClick has made a strong impact on Asia's marketing landscape. The software converts specified images photographed by mobile phones into data, which is then sent to MyClick's server, triggering delivery of content. iMagic has already signed up major brands in Hong Kong and China, including Northwest Airlines, Estee Lauder, Intel and Shanghai Volkswagen.
Because of "tremendous" demand here and in the US and Europe, iMagic has accelerated global expansion plans. The company is negotiating with strategic partners and investors to facilitate a quicker deployment in selected markets, said Purser.
Meanwhile, MyClick has continued its fast start by unrolling a Hong Kong-wide Christmas campaign in conjunction with eight other advertisers, including McDonald's, Subaru and Northwest Airlines.
By entering a competition - available online, in print and in selected retail outlets - mobile users can enter the draw to win a Subaru R2, a Bangkok holiday, return air tickets to the US, as well as other minor prizes.
iMagic has also become the only SAR company named as one of China? top 20 innovative enterprises for 2006. The company received recognition of the honour at a presentation held in the Great Hall of the People in Beijing on December 9. Other companies named in the top 20 included Alibaba, China Mobile, Focus Media, and Air China.
