Meanwhile, in Columbia, to promote its new online radio station, Coke FM, to teenagers, Coca-Cola and its agency Ogilvy & Mather Colombia enlisted the help of a popular local band to drive users to its new platform.
The band played their set from a special stage suspended 50 metres above the adoring crowd. To bring their idols down to ground level (where they might actually be able to catch a glimpse of them), the audience had to download songs from the band’s new album using the Coke FM mobile site.
Each time the crowd hit a specified number of downloads, the stage was lowered by ten metres; within an hour the band had been successfully brought down to stage level, and Coke FM had racked up over 50,000 tracks downloaded via their mobile site.
The agency reports impressive results: 16 million people reached on free media, dwell time increased on the website by 800% and visits to the site went up by 337%. There are plans afoot to roll out the idea for events in Sao Paulo, Mexico City and Quito, Ecuador."