An integrated marketing campaign can be a challenge to use effectively. We live in a multimedia world, which means that traditional and new media exist in parallel, sometimes in competition, sometimes complementing each other - in the case of this type of campaign working together.
Despite this, what results in a successful campaign? A consistent brand and message, the frequency of communication moments and deciding on the main channel to use are important points to consider.
The example of Coca-Cola Life
When Coca-Cola launched a new product in its soft drinks range on the market, dubbed Coca-Cola Life, it did so through a month-long campaign. This product falls into the same category as Coca-Cola Zero and Diet - a new attempt to provide a healthier option to its offer.
The campaign was spread across outdoor advertising spaces - including billboards, public transport advertising and digital billboards, supported by press and online advertising and point-of-sale initiatives. Although television was not included in the campaign, the strategy used had an impact on social networks.
Alongside the communication, Coca-Cola launched a competition - a pop-up shop in London offered customers not only the chance to taste the new drink but also the opportunity to win a prize. In order to comply with the integrated logic of the campaign, customers who were unable to visit the site had the opportunity to take part in the competition by sharing a photo online with the hashtags of the campaign.
There are some lessons that can be learned from examples of integrated marketing campaigns of this type, one of which is that it doesn't matter if you use different communication elements in the campaign, as long as it means that there is consistency in the message that is conveyed to the outside world.
The way in which the message is communicated can also have an influence on the effectiveness of the campaign, as can the choice of channels that should be highlighted or that drive the campaign. This balance can be a challenge, but it is crucial that we achieve it.