"Scan. Enter. Win." campaigns, in which many consumers may have participated at least once, are very effective promotional activities for big events or campaigns throughout the year. These promotions not only help consumers to feel the spirit but also make them a part of the event by winning prizes.
After having a successful project in Euro 2020 Football Cup, the CM.com x Coca-Cola cooperation continues as part of the ICC T20 World Cup and daily campaigns in different countries.
As a WhatsApp Business Solution Provider, where 2 billion WhatsApp users can chat with a business, we were aware of the popularity of this channel as well as the high demand for the Coca-Cola brand on its own.
Thanks to the necessary settings and infrastructure arrangements, we were able to provide a smooth service with 100% uptime, both during the tournament and in subsequent uses.
In other words, this was the step where all the fun begins, after scanning the QR code on Coca-Cola bottles or dialling in the WhatsApp line to send the codes.
Coca-Cola was seeking a hassle-free experience for its consumers, while also giving them gifts during the Euro 2020 Football Cup. Consumers that scanned the codes on the bottles could win dozens of prizes in a weekly draw. There was also a need for a reliable solution to handle such an important campaign that appeals to large audiences. After many negotiations, they chose WhatsApp Business as the most efficient channel possible and a chatbot as the solution to automatically manage and run all required steps.
CM.com had to overcome three main challenges experienced in traditional communication channels:
• Instant Feedback
• System Abuse
After the campaign setup and channel selection, the last step was to deploy the solution that smoothly manages all these processes without requiring any human intervention, namely the Scripted Chatbot included in CM.com's Mobile Service Cloud.
In the workflow, Coca-Cola defined step-by-step how the chatbot should work: replies to codes or messages sent by the consumer, the time they have to wait before the system triggers the next message, and how the user will be guided in case of possible incorrect code redemption or invalid requests.
At CM.com we believe in the power of the "Mobile First" approach. In this case with Coca-Cola, we knew that a WhatsApp Chatbot is one of the most agile and flexible solutions. Thanks to pre-defined actions, not a single participant was left in doubt after sending an incorrect code or completing all necessary steps. In other words, every participant was guided instantly in every case throughout the journey.
Following some countries and tournament rules, consumers are being asked to share their age before submitting their codes. If the consumers' age is eligible to participate according to the defined criteria in the chatbot on WhatsApp, then they are allowed to go to the next step where they will be required to submit their codes. Otherwise, the system was set to reject their submission.
Sometimes having an easy-to-participate campaign format might be easy to misuse as well. A user could submit the same code multiple times, try his luck with the wrong codes over and over, or someone who was rejected once due to an age limitation could restart the conversation with an incorrect age statement. Thanks to our Chatbot's capability, all these worst scenarios were defined to the flow to prevent any cheating or gaining an unfair advantage.
Perhaps one of our strongest abilities to achieve success in our partnership with Coca-Cola was our integration flexibility. Instant confirmation of the code submitted and a notification for the prize winner were all made available by reliable web service integration with different systems.
Moreover, we find it important for our partners and customers to always have somebody at the office with proper knowledge of the project to can provide the right support.
We had the pleasure to provide necessary assistance 24/7 for Coca-Cola to ensure a smooth experience and a successful journey for their consumers.
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