033: How to Turn Crowdfunding Promotions Into a Brand-Building Customer Experience [Coke Vitamin Water Case Study]

That buzz word. Omni-channel marketing or Multi-channel marketing, whatever your preference. It's right here in Episode 033 of The Heart Of Marketing podcast with Jayme Soulati (moi) and John Gregory Olson (my illustrious co-host in crime). Today we explore a treasure bomb by Coca-Cola's Vitamin Water. Its Project Hustle campaign was brought to light by my kidlet, the ever-curious 13-year-old who is not a target audience of Vitamin Water but who has an i-Phone with data plan. Which means she's ubiquitous, just like Project Hustle. (The campaign is ended, but you can still get in on the fun.) Don't know about it? You could buy a Vitamin Water bevereage Read the label complete with deets on Project Hustle Check the code in the cap Head to a mobile site and watch videos of your favorite 'hustler' aka young entrepreneurs hustling for the big win Vote for your faves Help them raise funds ala crowdfunding Win prizes of your own, and Repeat Pretty much everything Coke touches is golden. With its big ideas and equally big budgets, nothing is unattainable. So, how might you create a Coke-esque multi-channel marketing strategy complete with: Public Relations Consumer Packaged Goods Labeling Mobile marketing Crowdsourcing Crowdfunding Cause-related marketing Videography America Votes power of engagement and interactivity Social media marketing You'd better listen in to find out! And, if you didn't listen in to Episode 032 on Neuromarketing, during which we also raise the 'Share a Coke' campaign, please do. It's one of my favorite episodes and you don't want to miss it!