MEF Americas 2011: As Coca-Cola innovates in mobile “SMS is still job #1″

Following his keynote presentation at MEF Americas 2011 I spoke to Tom Daly on Coca-Cola’s efforts to innovate in using mobile to connect with consumers. I was surprised to see how significantly SMS still featured in these efforts…

We discussed:

• The way content drives commerce and gives examples of how Coca-Cola uses augmented reality and audio recognition to make a television commercial interactive.
• How mobile technology can remove the ‘friction of cash’ in purchasing a coke.
• How SMS is the core Coca-Cola’s mobile marketing plans – both for marketing and to ‘link experiences’. He says “there’s nothing boring about text”.
• Future innovations, including the use of QR codes on product packaging.