There are 6 billion sim cards in use worldwide and mobile devices represent 10% of total internet traffic and this is still growing. Coca-Cola is set to capitalise on this growth and use mobile rich media to create experiences and interactions between consumers and the Coca-Cola brand. This should help the company towards achieving its 2020 vision plan.
The Coca-Cola mobile ad that lets you buy the world a coke from your mobile phone is a great example of this kind of mobile rich media.
You even get to add a personalised message as you send the coke to an unsuspecting person across the world. There are specially created vending machines globally for you to choose from and you see a customised video of your coke as it travels across continents. The recipient of the free coke gets to record a personalised message that is sent back to you.
Corporate credibility through Social CRM and Creative Communications 