1. SoLoMo
Case Study :
Coca-Cola
MBA 2B
Aurore Bruna
Alexis Sananikone
Christopher Shadman

2. Presentation of the Coca-Cola’s SoLoMo Game
-Launched in Sydney (Australia) in September 2012
-Aim of the game:
.The location of a vending machine was posted on « The Coke
Machine Fairy »’s Foursquare.
.The first person to find the vending machine and buy a can will
receive a special price (300$ voucher, flight ticket, helicopter
ride,...).
The Coke Machine Fairy

3. SO LO MO
• SO (Social) : It’s a game in which everyone can participate
if they have the Foursquare application.
• LO (Local) : Geolocalisation of your location and of the
vending machine.
• MO (Mobile) : Foursquare application.

4. Success
• Famous brand
• Big city (Sydney)
• Original concept
• Attractive prices

5. Success factors
• Choice of the city
• Choice of the target
• Brands with different points of sale
• Generate buzz / traffic
• Attractive Prices

6. Which Industries?
• Create community / Buzz in order to increase sells
-Food industry (McDonald’s)
-Textile industry (La Redoute)
-Automobile industry (Mini)

7. How can success be defined?
• Participation: The number of people participating to this
game. Enlarge the brand community.
Gathering people = Create buzz
• Revenue: Money won during a short period of time
(SoLoMo’s period)
• PR: New type of marketing campaign

8. Can the concept be applied to
the hospitality industry?
YES
• Be part of an international hotel chain
• Be aware of new trends and social media
• Have the required skills and knowledges to create an effective SoLoMo
campaign
• Respect guests’ privacy