Coca-Cola Co. continues to roll out applications for both smartphones and tablets in various markets as a key element of its global consumer engagement strategy, a company executive revealed.
Most recently Coca-Cola created its Coke Drink application for Apple’s iPhone and the Sprite City app for the iPad. Created to showcase mobile content that engages young consumers, Coca-Cola’s objectives are for these mobile applications to serve as vital marketing, relationship-building and communication tools for the two brands.
“We want to provide the most relevant experiences to consumers in key channels for them, and mobile is certainly one of them,” said Adriana Knackfuss, Sao Paulo, Brazil-based senior manager of consumer connections at Coca-Cola Co. “Developing mobile applications is an important way to engage them in our key messages.
“In addition to Sprite City, we just launched the Coke Drink application for iPhone,” she said. “The demographic targets vary according to the brand—in the case of both Sprite City and Coke Drink, we had teenagers as the main target.
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