The new mobile Coca-Cola project born as a start-up built to support distribution channel.

The Challenge



Our challenge was two-fold.  First, engage bartenders to upload the WHAT’SRED™ plan and promotions, while at the same time build customer awareness of this app and get customers to actually buy the plan.  Our goal was support distribution channel in order to bring people from the App to the POS.

We launched a disruptive mobile project for our client, and by drawing from the full range of resources available within the Dentsu Aegis Network, iProspect became a strategic media strategy and business consultant for Coca-Cola.

The Results

  • 3x

    Objective achieved 3 times faster

  • TOP 5

    App Store high ranked along several weeks

  • 200+

    Plans and super plans during the launch promotion

iProspect has been key for us because of their great project management and passion for What'sRed.
andres coca-cola
Andres Carranza Project Director, What'sRed

Strategy and Tactics

The WHAT’SRED™ app is designed to focus on leisure and offers geolocated promotions.  This start-up project, developed from within a multinational company, had an aggressive time line which required management to engage personnel at all levels and make rapid decisions that usually require more time.

Working with colleagues across the Dentsu Aegis Network, our iProspect team developed a mobile performance strategy based on content development in-app and out-app that includes text, videos, and infographics.  Our unconventional social media strategy was focused on linkbuilding via special agreements with bloggers and influencers. 

The team employed the latest App Store Optimization (ASO) techniques to build the mobile performance campaign which resulted in successfully achieving the client's app download objective.


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