Smart mobile marketing for Coke Light

Source: www.mmoom.com

In Austria, Coca-Cola has launched a mobile campaign to promote its Coke Light brand. Over 50.000 SMS have been sent out by sms.at to Austrian males aged 20 to 39, with an invitation to join an online competition an win a Mini Cooper. The MMS part of the campaign targets women, with 15.000 MMS sent to women from 20 to 39 years old featuring the picture of attractive men competing to become the "Coke Light Man 2005" (remember the tv spot?). They are invited to vote in order to name in order to select the most handsome.

It's interesting to see a mobile marketing initiative that changes its content according to the audience it is targeting. Surely a smart move from Coca-Cola showing how flexible the mobile phone as marketing channel can be.