ChaCha cans Coke for a new business model and 5.2% click through rate
The mobile search engine ChaCha has introduced a new service called ChaCha 1:1.
What is it?
Well it is a mobile marketing solution for brands?
Huh?
Well basically, instead of using ChaCha for just generic answers to questions, mobile brands can use it to target users with dynamic adverts.
How?
Well, from what I can tell – conversations or answers at specific venues can be sponsored to engage consumers.
Example?
Well this example in the press release is with Coca Cola. The sponsorhip began at Allstate Brickyard 400 at Indianapolis Motor Speedway in July. Using the ChaCha mobile search coke tried to engage mobile users with event based marketing.
The results – 5.2% click through rate.
From the press release
“You need the right partner to truly make mobile marketing work for your brand. Coca-Cola is excited to work with ChaCha and see its interactive mobile marketing service effectively reach consumers in a more personal and engaging way,” said Meghan Berigan, operational marketing manager at Coca-Cola. “We are excited about this collaboration and the opportunity to work with a market innovator such as ChaCha.”
“Anything is possible when consumers can actually interact with a live human being 24/7. Through our sophisticated technology and human intelligence, we’re enabling anyone to harness the power of our mobile answers service,” said ChaCha co-founder and CEO, Scott A. Jones. “Now, ChaCha 1:1 Mobile Marketing Solutions ushers in the era of truly personalized mobile marketing which empowers companies to engage their target audience much more effectively. The fact that Coca Cola already recognizes the power of this service exemplifies ChaCha’s leading position and the technology’s popularity on the market. This is the opening shot in an advertising revolution.”
What we think?
This is mobile search spun with a marketing mix type of twist and I quite like it. I have tested the ChaCha voice service and was impressed with. I would have liked to see what the marketing message looked like and in what form it was delivered at the event. But if the marketing message was targeted to either sports/ motor racing/ coke/ enjoy a free coke etc – I can see how a CTR of 5.2% was achieved.
I have had a great idea for ChaCha – it needs to talk to Formula1. At races it is really hard to see what is happening. There might be a way to use the search to ping automatic updates with a special event with sponsors information in it during the race. The leadership race will appear with clickable ads offering car etc adverts.
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