Diet Coke is launching a new promotional website.
Most major food manufacturers and retailers have ventured into designing websites to allow them to connect directly with their customers. These websites allow retailers to build consumer loyalty within a targeted consumer base by offering a variety of information and promotional activities. Diet Coke, however, has taken this a step further – it’s using broadband technology to offer consumers a new spin on popular reality TV shows.
In cataloging the daily events in the life of one Diet Coke drinker as she pursues a movie career, the company is hoping to increase its appeal to the young adult crowd. Kristi Baxter, brand manager of Diet Coke commented, This new website embodies the modern sexiness and confident attitude of people who choose Diet Coke as their favorite beverage.
The site has succeeded in securing partnerships with a variety of well-known lifestyle and entertainment-related retailers and websites such as Sony.com, Rollingstone.com, and VH1.com that will provide it with exclusive insights into the Hollywood world and promotional activities. Diet Coke fans can also enter to win travel contests and tickets to exclusive premieres of some of Hollywood’s most sought-after movies. These partnerships, along with celebrity promotions, are hoped to improve the overall brand image of Diet Coke.
Diet Coke has proved itself to be an innovative drinks manufacturer and the site should score highly with the brand’s young consumer base. But as always in the online world, content is king. The new website’s success will now depend on how well Diet Coke maintains its site to keep up to date with the entertainment world and stay fresh.
