Coca-Cola Columbia was challenged with how to promote their online radio station, Coke FM, so the soft drink giant enlisted the support of a local band with a large following to host a live concert at an altitude of 50 metres.
The band was suspended above the crowd of excitable fans who were encouraged to literally and manually ‘download’ the band.
Attendees had to download songs from the band’s latest album on the Coke FM mobile site.
A live display on the stage screen displayed the number of active downloads. For every track that was downloaded the band was lowered until they were finally on level with the fans.
This idea executed by Ogilvy and Mather Bogota certainly seems to have been a success according to several metrics.
For example, 50,000 downloads were achieved in just one hour, interaction time on the site increased by 800%, with 337% more visitors.
Concerts were also held in Sao Paula, Mexico City and Quito.
Comment:
When the live concert becomes a real-time exercise to download and affect what you are watching, it takes engagement to a whole new level.
This initiative seemingly succeeds in meeting the objective of achieving entertainment, engagement and interaction in one place.
Links:
YouTube Video
http://www.youtube.com/watch?feature=player_embedded&v=9RPKgi-nxwk
http://twitter.com/CocaColaCol
Coca-Cola FM Radio
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