Who ever said Promotional activities only referred to sales promotion and instant (read short term) hike in sales?
Today Brand Promotions talk about increased customer engagement. And engagements like these allow your audiences to add ‘memories’ to your brand activity. What Coca Cola did was not just digging up a park amidst a concrete jungle, but that it made the people around to slip off their shoes and take a moment to unwind in the middle of a stressful day. It gifted its consumers a chance to spin joyous, relaxed, special and may be even serene moments around the promotional campaign. In contrast to the selected brand elements that your marketing team has been trying hard to project, such activities allow the audiences to associate their individual perception and emotion to the brand. No brownie points for guessing the results 🙂
SayWhat guys.. promotions conventionally have meant instant ROI, do you feel Coca Cola might have created good ROI from this activity, atleast in the long run??