Marketing today is a little plain, big companies are “playing it safe” and focus grouping their ideas to death. Text to win is the latest in “new marketing” and we all know how much that gives a rush. That said, we’ve come up with an idea to spice things up.
Concept:
The “CokeExposure™/Drink to Dreams” Campaign takes place in two parts. 1st - America must enter. To do this, send in coke UPC along with video/CD demo.
2nd: 3 are selected. We then launch the “reverse record deal” campaign – CokeExposure™ – each contestant will have their own can, water bottle, whatever - they will be plastered all over Coco-Cola products (massive exposure). They will also be featured in their own music video TV spots. America will then “drink to dreams”(to show their support they purchase the products that correspond with the artist they like.) Consumers will be encouraged to drink to show support, call local radio stations to get these artists on the radio, those that work at labels will be encouraged to introduce their bosses to the artists, promoters can call to request them in concert – etc., CokeExposure™ will get America involved in every aspect of breaking an artist – thus, making dreams reality as we define/create the next CokeExposure™ Artist.
Why it works:
America is filled with dreamers and easily converted dreamers – why not capitalize on this. Traditionally brands spend millions on already established artists, why not “break your own” and reap the reward of the stronger association.
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