Synergising the exuberance of the young with its flagship brand Coke, Coca-Cola India has launched the website www.myenjoyzone.com. The cola giant claims its innovative marketing initiative as India's first brand website.
Extending the concept of reality advertising to the internet, PepsiCo India has launched a campaign to promote its newly-launched lemon cola soft drink Pepsi Aha (internationally known as Pepsi Twist) through www.yahoo.co.in.
The e-contest, launched on the homepage pepsizone.yahoo.co.in, is about searching the mascot of Pepsi Aha.
Coca-Cola, which has developed indigenous websites in more than 30 countries, intends to leverage its numerous consumer programmes by extending them onto www.myenjoyzone.com, with an objective of building a healthy, active online community.
According to Coca-Cola India, the company tries to harness every opportunity to connect to its target consumers, especially through popular media vehicles such as the internet. About 65 per cent of Coca-Cola brand volumes are consumed by the Indian youth and hence, the launch of the website will strengthen the connection between the brand and the consumer.
To create awareness about www.myenjoyzone.com, road shows in colleges and popular youth spots have been planned.
The site was developed by www.hungama.com, a dotcom specialising in contests and e-promotions on the net.
The major attractions are related to the cinema, music and cricket, a popular sport in India.
The site is based on 'Coke Crownz', which is a virtual currency in every interactive section. Consumers with the highest number of Crownz win a grand prize every month.
In Pepsi's campaign, the surfer is required to suggest situations where the Pepsi Aha mascot could pop up. The winner is entitled to a year's supply of Pepsi Aha.
"With Pepsi Aha, we have redefined the concept of reality advertising in India as a medium of communication, said Vibha Rishi, executive director marketing, Pepsi Foods.
