Here in DIG, we talk often about how to connect your digital marketing plan to more traditional outlets. Although a campaign that attracts millions of Facebook or Twitter impressions is excellent, what good is it if it has no implications for consumers to react in their physical worlds as well as virtual?
It’s what Jeff Hilimire likes to refer to as digital-physical-digital.
Start a conversation online, have a consumer react in the physical world and return to digital to spread the word. A long standing yearly campaign that launched this month, seeks to do just this.
If you’re not familiar with the Diet Coke Heart Truth campaign, it kicks off each February promoting heart health and awareness of heart disease in women. In case you didn’t know, heart disease is the number one killer of women.
This year, Diet Coke has elected to do quite a few pretty cool things with the campaign by creating a virtual capture the flag game across multiple activations:
Plant flags online: Share a flag on Facebook or add one to your personal blog or website. Upping up the ante, a donation of $0.50 is made.
Plant real flags: Print out a flag template create your own actual flag. Create a location using Facebook places using the words “Heart Truth” in your location title. Going further, a donation of $1.00 is made.