Introduction
As the greatest production tool in the twenty-first century, computer technology has the non-substitute status in people 's life. With the expansion of the Internet, Advertising is also always developing and progressing. It is no longer limited to print publications, static billboards, radio, and television. Modern technology has opened a new era of digital advertising (Gomes, 2015). Both online advertising and mobile advertising are digital advertising (Chen et al., 2016). Digital advertising compared to traditional advertising, digital advertising is more general and flexible. It can tell the story of the brand through text, images, video and so on. It makes the brand culture more attractive. According to Gomes (2015), digital …show more content…
It has features of short and videos and has become a familiar storytelling online language. Coca-Cola puts forward “Taste the Feeling” marketing strategy with the new creative campaign all over the world throughout 2016 and into 2017 (Moye, 2016b). “Taste the Feeling” will record the idea of life and use the way of recording stories, reflecting the moments of the day are more unusual aspects of the Coca-Cola …show more content…
Coca-Cola finds a new way to communicate with users.Now GIFs have gradually become a new visual language, a completely by the emotional impact. You can instantly chat with friends on social networks. People use GIFs to share emotions and information quickly.
Three ways to use GIFs in digital advertising
Coca-Cola in the process of use GIFs should finish two things: It should make customers do something and let them feel something.
1. People do GIFs at the bus station
Coca-Cola is in Singapore to implement its global "Taste the Feeling" activities, through image and color recognition methods to create GIF, this approach to outdoor activities (McEleny, 2016). In the bus shelters, people first show some red, used to unlock the personalized photo experience. Then select a series of effects and make various gestures to create the GIF. Finally, generate a verification code, scan it with a cell phone, people can share GIF and get a bottle of Coca-Cola.
Step 1, Step 2
Step 3, Step 4
Step 5, Step 6 Step 7, Step
As the greatest production tool in the twenty-first century, computer technology has the non-substitute status in people 's life. With the expansion of the Internet, Advertising is also always developing and progressing. It is no longer limited to print publications, static billboards, radio, and television. Modern technology has opened a new era of digital advertising (Gomes, 2015). Both online advertising and mobile advertising are digital advertising (Chen et al., 2016). Digital advertising compared to traditional advertising, digital advertising is more general and flexible. It can tell the story of the brand through text, images, video and so on. It makes the brand culture more attractive. According to Gomes (2015), digital …show more content…
It has features of short and videos and has become a familiar storytelling online language. Coca-Cola puts forward “Taste the Feeling” marketing strategy with the new creative campaign all over the world throughout 2016 and into 2017 (Moye, 2016b). “Taste the Feeling” will record the idea of life and use the way of recording stories, reflecting the moments of the day are more unusual aspects of the Coca-Cola …show more content…
Coca-Cola finds a new way to communicate with users.Now GIFs have gradually become a new visual language, a completely by the emotional impact. You can instantly chat with friends on social networks. People use GIFs to share emotions and information quickly.
Three ways to use GIFs in digital advertising
Coca-Cola in the process of use GIFs should finish two things: It should make customers do something and let them feel something.
1. People do GIFs at the bus station
Coca-Cola is in Singapore to implement its global "Taste the Feeling" activities, through image and color recognition methods to create GIF, this approach to outdoor activities (McEleny, 2016). In the bus shelters, people first show some red, used to unlock the personalized photo experience. Then select a series of effects and make various gestures to create the GIF. Finally, generate a verification code, scan it with a cell phone, people can share GIF and get a bottle of Coca-Cola.
Step 1, Step 2
Step 3, Step 4
Step 5, Step 6 Step 7, Step