Youtube + National Rugby League = Success

Image from Google Images

As I mentioned previously, in my opinion one of the more innovative aspects of Coke-Zero's marketing communications is through their YouTube account which has over 2 million unique video views. To help drive brand favourability with their young male audience Coke Zero target a key passion point for that audience.  This is something they do all over the world but specifically in Australia they have teamed up with NRL, Australia's National Rugby League, to encourage guys to get behind their team with Coke Zero. 

Screen capture of Coke-Zero Youtube Account

They have devised a competition between different teams in the NRL to post videos of their team members completing all different skill challenges set out by Coke-Zero. Once the videos are posted, fans have the ability to vote for which team they think did the best job and show their pride for their team. The campaign is called "The Coke-Zero 'Time to Zero In Challenge'" and can be found on their YouTube account here. At the beginning of every video, the Coke-Zero symbol is displayed along with text reading "If great Coke taste & zero sugar is possible, what else is possible?" and then the name of the challenge being sent to each NRL team.

Screen capture of video example along with votes being calculated

 I think this is an excellent way for Coke-Zero to reach their target audience of young adult males, especially in Australia where NRL is so popular. You Tube performs a crucial and different role in their communications and allows Coke Zero to be more innovative than their bus or social media communications and really engage the consumer with something that interests them. It encourages consumers to spend time with the brand. Coke Zero also target NRL content in key environments through pre rolls before live game coverage or highlights on the NRL Website. These pre rolls play beforehand showing the Coke-Zero Challenge advertisement. In targeting young adult males, I believe this was the best communication tool used by Coke-Zero in this years' marketing communications.