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Kiersten Toye
April 27, 2017

4 Ways Brands Slayed Location-based Campaigns

location campaigns.jpgWhile researching location-based ad campaigns, I noticed a pattern in businesses hitting the mark on identifying their geo-target audience and perfecting the art of communicating their brand message to consumers. Luckily, I was able to pull these four top-brand ad campaigns that rocked their location-inspired campaigns.

1. Coca-Cola’s 2017 Chinese New Year Ad

The Campaign

Coca-Cola’s Chinese New Year ad stars their Clay Doll duo, who illustrate how Coca-Cola Coke elevates the precious moment of family bonding during the holiday.

Why It Worked
Coca-Cola’s reintroduction of their Clay Doll characters (who originally debuted for China’s 2001 New Year celebration), adds a personal touch that presents Coca Cola as a brand that values the traditions and meaning behind the holiday by their target Chinese viewers. According to Coke's CEO and chairman Muhtar Kent, the ad increased volume sales by 9% in China.

2. GSK’s 2016 The Greater American Road Trip Campaign

The Campaign

GSK sent the Internet-famous Eh Bee Family on a family road trip to America’s worst allergy-triggering cities to promote the strength of Flonase.

Why It Worked
GSK’s decision to create a reality tv-esque adventure over a scripted commercial of people achoo-ing proved to be a fruitful move. By tapping into the stars’ fanbases and the public’s general intrigue in travel, the Flonase venture generated over 1 million video views and 1.3 billion impressions on Twitter.

Aside from social engagement spike, the $100 million in sales  they made after the campaign’s first 16 weeks makes GSK’s decision to recreate the campaign last March no mystery.

Bonus: they even added Dancing With the StarsDerek Hough to the mix.

3. Whole Foods’ 2016 Geofence Mobile Campaign

The Campaign

Whole Foods created an app with geofence technology, which sends passing mobiles targeted ads and promotions. The geofences also monitored the activities of nearby grocery competition.

Why It Worked
I don’t know about you, but there’s nothing worse than grocery shopping. The faulty navigation of shopping carts, the people who spend 20 minutes feeling the ripeness of each apple… Anything that helps make the experience quicker, cheaper and more efficient is worth a try.  Clearly, Whole Foods’ location-based mobile deals were a welcomed solution, earning the food brand a 4.69% post-click conversion rate

4. Pringles’ 2010 Gamified Packaging Campaign

The Campaign

Pringles, in collaboration with Total Immersion’s Axis3D, turns its custom packaging into the key controller of an augmented reality multi-game in China.

Why It Worked
You know how we daydream about all the technological advances the future could hold? Welp, this Pringles and Total Immersion partnership made the future possible. This campaign transcends standard brand promotional tactics by giving Pringles’ Chinese consumers access to digitized, portable entertainment.

In the end, the virtual game helped Pringles gain over $150 million in Asia-based net sales by 2011. I mean, who doesn’t love a game controller that doubles as a snack container? Score!

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