OCCASION BRANDING AROUND THE GLOBE

Festivals serve up occasions for brands to create memorable experiences with their customers. Here are some examples of some such innovative engagements | Coca-Cola created a four-minute documentary for the Chinese NewYear (2014), around Chinese children forced to stay apart from their parents who migrated in search of jobs. For the documentary, Coca-Cola re-united three families. The video was shared on social media and displayed on taxi screens to generate a buzz Beer brandAntarctica during the carnival in Brazil asked carnival attendants to hand in their empty beer cans which were donated to a recycling NGO in return fora free train ride. The initiative resulted in around 1,000 users per hour on the public | transport, 86 per cent higher than normal usage. Italso reduced the amount of drunk-driving incidents by 43 per cent in Rio McDonald’sAustralia usedAustralia’s honorary day, celebrated annually on January 26 to create special meals and promotions to boost its sales during a traditionally slow season. It introduced Australian products to its menu for one month and incorporated local names and terms in its messaging; year-on-year sales for the fast food chain increased across the board, not just on the promotional products