Coca-Cola announced yesterday the company’s first all-digital marketing effort, aimed at teens and focused primarily on mobile.
Dubbed the “AHH Effect,” the initiative will include digital games and other digital content that can be accessed on mobile devices and desktops.
Coke will also supplement the effort with paid and owned media on Facebook and Twitter to encourage teens to create their own software-based experiences for the brand. 25 submissions will be chosen as part of the AHH Effect campaign.
While this is an admirable effort, the one question that leaps out is how this effort will affect sales of Coke products? Will teens be more apt to purchase a Coke product from this campaign? We’re about to find out.