Case Study

Coca-Cola Mexico reaches music lovers with real-time content that increases brand recognition

Key results

The opportunity

Coca-Cola México () wanted to highlight its sponsorship of the popular Mexican music festival Vive Latino and use Twitter to increase brand recognition among the 20,000-plus fans attending the event. saw the opportunity to tap into conversation and grow its online community by driving traffic to the event’s livestream on www.coca-cola.tv.

The strategy

used Promoted Tweets with keyword targeting to spark conversation among users most likely to be interested in the event. On the day of the festival, used a Promoted Trend with the hashtag to raise awareness of the livestream of the Vive Latino festival and Promoted Tweets with Vine and SnappyTV that allowed it to edit and share the best moments from the event in real time, making it the first brand in Latin America to run a campaign with this tool.

Reach your audience with the right targeting.

used Promoted Tweets to create buzz and spark conversation among festival fans. The brand targeted keywords to generate excitement from fans of certain bands, like and , and targeted users with interests around music genres, such as alternative rock, punk rock and pop.

Capture and keep the audience’s attention.

To capture the attention of the audience and generate conversation before, during and after the festival, the brand used a Promoted Trend with the hashtag , generating more than 9.7 million impressions.

In key moments, also used Promoted Tweets with Vines to build anticipation, increase conversation and drive traffic to the livestream of the event.

Use innovative tools to drive engagement.

was the first company in Latin America to use SnappyTV, a tool that enabled it to film, edit and quickly share video of great festival moments. By distributing high-quality snippets of the event, the audience experienced the excitement as it happened. This allowed the brand to interact with its followers in an innovative way and generate strong engagement from the public. The Promoted Video peaked at more than 123,000 impressions and reached one million views.

The success

The campaign recorded 3.14 million impressions and 59,600 interactions with a CPE (cost per engagement) of $0.30 USD. The Promoted Trend exceeded 9.7 million impressions and reached almost 17,000 mentions. attracted more than 10,000 new followers and 4,818 mentions. The Promoted Tweet using SnappyTV saw 123,000 impressions, one million plays, and had a CPV (cost per value) of $0.37 USD.

Editor’s note: The Vine Archive serves as a time capsule for all content posted to vine.co from 2013 to 2017 and the Vine Camera now allows anyone to create short looping videos and post them to Twitter.

Our previous experience with Twitter has given us the ability to create innovative strategies to engage our audience. For the Vive Latino festival, we wanted to try something new to us: SnappyTV. It was a great insight to see our audience’s reaction as we delivered real-time content, allowing us to outperform our competitors during the event.

Gustavo Ortega () Interactive and Media Manager, Coca-Cola Mexico

Solutions used

Creative Canvas

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Audience targeting

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