Coca-Cola France has signed a unique agreement with Facebook, marking a genuine milestone in European FMCG marketing.
The deal, which was initiated by the agency Starcom MediaVest (VivaKi-Publicis), is intended to open lines of dialogue between the company and its consumers.
This is the first occasion that Facebook has had to tie itself to a brand, and the partnership will be at the heart of Coca-Cola's digital campaign. Consumers of Coca-Cola, Fanta, etc. will be able to voice their opinions and feedback on the products.
The agreement is an important development in the relationship that Coca-Cola and Starcom MediaVest have been carrying out during the last number of years.
The drinks-maker has already benefited from Facebook's Vidéo Premium, which was seminal in the success of the Fanta marketing campaign in September. Mark Zuckerberg's company will assist Coca-Cola in studies designed to assess the impact of the campaigns in question.
The new undertaking follows the extraordinary efficacy of the Polar Bears promotion, launched on Facebook last year. According to Kantar Worldpanel, Coca-Cola earned €2.74 for each euro invested in the Facebook videos.
© 2014 European Supermarket Magazine – your source for the latest retail news. Article written by Peter Donnelly.
