Use the highest used media of young people in Paraguay: the cellphone.The purpose was to use, in addition to the traditional media mix, the mobile phone as a means to communicate the brand’s message in an innovative manner while involving the consumer.

Text messages (SMS) were sent to a database of mobile phone users inviting them to activate a ringback tone of the brand (without cost).Users had the option to choose between four different rhythms of the same music and another option to exit.

Consumers invited via SMS: 92,000Ringback tones activated in 22 days: 32,000In less than half the established time for the promotion (60 days) all of Coca-Cola’s pre-purchased ringback tones were downloaded (and then used in 60 days)More than 17 million plays of the musical ringback tone in only 60 days.Audience (people who listened to the ringback tone): 180 thousand users (22% of the target)Record rate of response: 35%