FROM „NOTHING TO SOLVE“ TO „FOFOLA“. INTEGRATED DIGITAL CAMPAIGN
FROM „NOTHING TO SOLVE“ TO „FOFOLA“. INTEGRATED DIGITAL CAMPAIGN
Author(s): Daniela Kollárová, Magdaléna UngerováSubject(s): Media studies, Communication studies, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: internet and digital marketing; kofola; social media; viral dissemination; zaraguza;
Summary/Abstract: In the submitted paper we pay attention to the most successful Slovak integrated digital campaign of the year 2015. Gradually, we describe the background of the brand to which the company Kofola and a multichannel agency Zaraguza reacted; the target audience for which the campaign was intended; marketing and communication targets of the campaign; media strategy and reasoning of media outlets; creative elaboration and achieved results.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/1
- Page Range: 121-128
- Page Count: 8
- Language: English