WHAT’S RED™ APP
The new mobile Coca-Cola project born as a start-up built to spread brand recognition among its target audience.
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 500,000 downloads in one year.
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.
Objective achieved 3 times faster
App Store high ranked along several weeks
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.
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.