Coca Cola takes mobile engagement into Spain

New Media Age reported on 18 June 2004 that Coke

had made one of its biggest commitments to mobile media to date, selecting Spain as the launchpad for a branded mobile internet community. The company's Mobile Community features mobile services and content ranging from chat forums to voucher redemption.
Coca-Cola has tied with mobile services form Buongiorno in order to extend its online Coca- Cola movement concept to mobile. The service is intitially available, via i-mode or WAP on Telefonica's content service MoviStar e-mocion. Content will include ringtones, logos, competitions, news & chat.
Customers will also be able to redeem vouchers from on-pack product promotions in order to purchase any content.

In August's Wired Magazine Frank Rose commented on how big advertisers are transferring significant budgets to other media because of the death by mousebite of the changing media habits of young males. TNS Media Intelligence CMR had provided stats on the fact that Coke amongst 5 other big media spenders had significantly shifted media spend from 2002 to 2003. It would be interesting to see this years figures.
But when there are more mobile phones in the world than there are TV sets, that makes sense.
The only big difference is we have to move from an interruptive model of marketing to one of engagement. From push to pull. And that is about creating things that people really want. Especially for the Generation "C" - the Community Generation.