Argentina. For the first time in Argentina, social media communication was instantly joined into a TV advertising campaign, which was seen across 41 TV channels. The success story opens the door to a new type of advertising campaigns in the country.
At the end of 2015, Coca-Cola invited its audience to actively participate in its advertising campaign "#Sentí the Taste of Christmas". Through the Twitter hashtag, consumers shared the meaning they attributed to the festivities.
Unprecedented in Argentina, the messages were selected at the time, and incorporated daily into the brand's TV commercials. The action was carried out with the platform of A+V, a company dedicated to offering solutions for the distribution of advertising campaigns, which recently began offering services in Argentina.
The process involved the daily selection of six social media posts. Through A+V, the chosen texts were inserted into the spots and distributed daily and immediately to 41 TV channels. In total, more than 500 deliveries were made to the different media, in just 12 days of campaign.
A+V is the largest digital distribution network in Latin America and is associated with the global company of English origin, Group IMD. Simon Cox, CEO of IMD said: "It is the first campaign of its kind in Argentina, and it is the latest case that proves our ability to distribute commercials to TV channels in innovative ways. Interaction with television and digital audiences is sure to increase in the future, as brands are looking to connect with their audience in more engaging, more empathetic, and innovative ways. Our platform, like A+V's, automates and provides immediacy to processes, allowing agencies and advertisers to carry out this type of action in real time."
Alejandro Albertini, CEO A+V said: "The contents that can be inserted are not restricted to text comments. You can also incorporate photos and videos that people send through their favorite social networks."
The media agency that planned the campaign was Starcom Media Group. Never.no's STORY system was used to filter the conversation from social networks and select the messages, which were integrated into the TV spots.
