Coca Colas REAL MAGIC & what to learn | PART 3

Imagine you are a Marketing specialist and you need to come up with an advertisement for the target group of gamers or even more critical, a complete new brand platform.

There you are! You imagine yourself in a magical world, where anything is possible and the only limit is your imagination. You are tasked with creating magical moments of joy and happiness, spreading positivity and inclusivity everywhere you go. And then the boss stands in front of you - the GAMER. And you think, "Oh well, I've done this thousands of times, and how hard can it be..."

..."GOD OF WAR MODE"-HARD!

What went Wrong

The Real Magic campaign by Coca-Cola was a bold attempt to connect with the GenZ audience and gamers in particular, but it faced challenges in resonating with the target audience.

While the emotional appeal of the Real Magic campaign was a key factor in its success with non-gamers, as it created this spark of "make believe" and created a positive association with the Coca-Cola brand. However, this emotional appeal may have been less effective with gamers, who may have been more focused on the authenticity of the ad itself and how it reflects the spirit of the gaming community.

To succeed in marketing to gamers and GenZ, it's important to understand their unique values, interests, and culture. Authenticity is key, as gamers and GenZ are particularly attuned to inauthentic or insincere messaging. Marketers also need to use the right channels to reach their target audience, whether that's gaming channels like Twitch and YouTube or more traditional channels like TV. Finally, marketers need to create a clear call to action and measure the impact of their campaigns to understand what is working and what is not. From the perspective of the marketing team, everything seems perfect. They used the right channels, collaborated with the right influencers, and had an interactive reward system. And then...

...BIG F*CK UP! You can read about this in PART 1 and PART 2

And now there is this new 喜力 ad with the same target group and with alcohol - usually a "don't talk about it" topic. But there is a difference. Even though as a gamer, I would have gone for the 0.0% one in the fridge, not that gamers don't drink, but there is this thing... you know... as mentioned above. One key aspect that is so different is - there are friends you play with, normal people like you and me with problems, and we all know this situation when you want to meet up with friends and make it in time as you have a date, and you are texting each other in a rush. The game you see is a good mix, and it is not about the gameplay; it is everything else that it is about - the community, your guild, your team. This is what is different and may work better for gamers.

And the other thing is - it is not really there to find on YouTube and is not uploaded by Heineken right now on their channel; they will probably test it first and then upload it to their channel. The comments are deactivated, and thus people, even if they would, cannot comment. Maybe, maybe not...

The global campaign launches in Brazil.

The reason why Brazil was chosen for the global campaign launch is due to its position as one of the largest gaming markets in the world. In fact, a whopping 88% of the population plays video games on some type of device. The campaign goes beyond just commercial advertising, as it includes several gaming activations aimed at engaging with the gaming community.

One such activation is the "In-Games Bars," which will offer vouchers for Heineken products within 2,700 mobile games. The brand is also partnering with the delivery food and drink app IFood, allowing gamers to easily order Heineken beverages while they play.

Heineken is also addressing a common complaint of gamers trying to connect with others through a "Beer Matchmaking" experience. Through a limited-edition Heineken bottle with a QR code, players can find matches according to their favorite type of game. This unique experience allows gamers to connect with others who share their interests and preferences.

In addition to these activations, Heineken is partnering with streaming platform Twitch and TikTok for a series of gaming challenges. This multi-channel approach allows Heineken to reach gamers and engage with them on the platforms where they spend their time.

Overall, Heineken's approach to the gaming community demonstrates the interests in the culture of gamers. Let's see how it performs, of we ever will find out and it will not be sold as A WIN!

What can we learn as Insights for Marketers

1. Understand your target audience: To successfully market to gamers or GenZ, marketers need to understand their unique values, interests, and culture - best is actually to get familiar with the topic! If you are not a gamer, or not interested in gaming get yourself gaming friends and work with them together, find out what works and what not.
2. Get yourself a Twitch Account: Watch people play, cook, talk to their chat and hell get active in the chat!
3. Get yourself a Discord Account: Observe and interact a bit with people or at least smell a bit of the spirit there.
4. Authenticity is key: Authenticity is crucial when marketing to any audience, but particularly to gamers and GenZ. Marketers need to ensure that their campaigns are authentic, and that they understand the nuances of the culture they are targeting.
5. Use the right channels: Marketers need to use the right channels to reach their target audience. For example, gaming channels like Twitch and YouTube are an important way to reach gamers, but traditional channels like TV may be more effective for non-gamers.
6. Create a clear call to action: Marketers need to provide a clear call to action to encourage consumers to engage with their brand. This could include promoting specific products or services, or encouraging consumers to follow the brand on social media.
7. Measure the impact of your campaign: Marketers need to measure the impact of their campaigns to understand what is working and what is not. Sometimes it is not just a normal tracking of your social media engagement, website traffic, and sales data. It is what people talk about, use social listening, ask people, get their opinion, ask them what to do better, include them!

What does that have to do with Gamified Marketing

Gamified Marketing or at least how I and?Stefanie Holenweg ?are seeing it, is based on emotions and how you want to make people feel. Sometimes you need to see marketing and activation in a different light. We start with emotions, not with the KPIs. We start with the WHY, like the good old Simon Sinek would phrase it - we call it MAGICC!

__________________

So if you're looking for a new and innovative way to reach your target audience and drive results for your business, consider incorporating Twitch into your marketing strategy. Contact us. We are?RAW-R ?& we know Twitch by heart! We do live-stream, and we know Twitch and their partners.

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