
Marketing Knowledge
Podcasting guru Jon Savage to discuss whether podcasts are the ‘comeback kid in marketing’s rock ‘n roll band?’
FESTIVE SEASON MARKETING
By our News Team | 2021
Coca-Cola has put a modern-day digital twist on how it works with Santa to promote the brand this Festive Season.
The Coca-Cola marketing machine that created the modern-day Santa Claus (or Father Christmas, depending on your preference) is still collaborating to great effect with the chubby old man in his red-and-white suit.
But with this being the age of digital marketing, mobile phone apps and video-on-demand, Coca-Cola has put a modern-day twist on how it works with Santa to promote the brand this Festive Season.
In the North American market, Coke has joined forces with Cameo, an app that enables celebrities and fans to connect, to give app users the chance to win a personalised Cameo video from Santa Claus.
Contest entrants have been able specify whether the video will be for themselves or for someone such as a child or spouse, as well as request one of three languages offered: English, Spanish or French.
However, given that the run-up to Christmas is Santa’s busiest time of the year and he has little time for marketing campaigns, only 1 500 videos have been made available.
Image courtesy of the Coca-Cola Company
New ways to interact with Santa
“Cameo exists to facilitate impossible fan connections and create memories that last, and we’re thrilled to partner with Coca-Cola to bring a new way for families and fans to interact with Santa Claus this holiday season,” Arthur Leopold, Chief Business Officer for Cameo, said in a statement.
“We’ve taken the traditional meet-and-greet with Santa Claus and turned it into a more accessible, authentic and personalised experience, and we look forward to enhancing future holiday celebrations by providing access to more iconic figures we know and love.”
While Coca-Cola is quick to point out that it did not create the legend of Santa Claus, its advertising has played a big role in shaping the jolly character we know today.
Before 1931, there were many different depictions of Santa Claus around the world – even a scary Santa. But in that year, Coca-Cola commissioned illustrator Haddon Sundblom to paint Santa for the brand’s Christmas advertisements.
Those paintings established Santa as a warm, happy character with human features – including rosy cheeks, a white beard, twinkling eyes and laughter lines. Sundblom drew inspiration from an 1822 poem by Clement Clark Moore called “A Visit from St. Nicholas”, more commonly known as “Twas the Night Before Christmas”.
Podcasting guru Jon Savage to discuss whether podcasts are the ‘comeback kid in marketing’s rock ‘n roll band?’
While some legislators want a complete ban on TikTok due to spying concerns, US marketers want to spend more on the platform.
Utah is the first state to heavily curb minors’ access to social media, but others may follow with even stricter laws.
Businesses can make more accurate predictions about demand, optimise their operations and make better decisions about inventory management.
High-level Chartered Marketer (Africa) programme equips marketers to operate successfully in the continent’s complex and diverse markets.
Why do some articles captivate readers and encourage them to keep reading, while others make them lose interest after just a few sentences?
Analysis finds social media used by less than 4% of people, while mobile phone connections are equivalent to less than 60% of Malawians.
E-commerce giant is yet another tech company that is finding the market increasingly tough. It has already cut 18,000 jobs.
Survey finds 60% of marketing leaders believe collecting customer data while balancing privacy and customer value is now more challenging.
Charge as if you’re employing a small team. It’s not deception, it’s the money you will use to start hiring and scaling the business.
It is not sufficient for consumers to want to decrease sugar intake. Brands should offer appealing products that help reduce consumption.