The "Coca-Cola Movement", with 980.000 users, now available through MoviStar e-moción

Telefónica Móviles Spain (TME), Coca-Cola Spain and Buongiorno MyAlert have adapted the biggest Internet community,, to the mobile telephony environment, thus creating the first mobile community in Spain. All MoviStar users with WAP navigator or i-mode™ can now enjoy all features of the "Coca-Cola Movement" via their multimedia mobile phones.

The 980.000 registered users of the Coca-Cola Community can access all the services in, through a mobile phone with WAP or i-mode™ technology, that will allow them to register, access their personal account, take part on chats and forums and be up-to-date on the latest news, as well as the possibility to exchange pin-codes of the soft drinks of Coca-Cola for gifts and mobile content. Users will also be able to take part in competitions and the latest promotions organised by Coca-Cola. The Mobile Community also includes new services like the possibility to send messages amongst members, download ring tones and logos and to use their ‘persona‘ as wallpaper on their mobile.

Telefónica Móviles Spain provides the mobile access to the Coca-Cola Community through MoviStar e-moción, the content provider service of Telefónica MoviStar, for all users that access it through WAP navigation or i-mode™ technology.

Buongiorno MyAlert was in charge of the technological development, having redesigned the contents of the Coca-Cola Community website to make them accesible through mobile multimedia technology. Buongiorno MyAlert has also integrated the possibility to register and verify the state of the personal account through mobile phones. Furthermore the company has added additional mobile contents, such as the ring-tones, logos and wallpapers.

"Buongiorno MyAlert continues to innovate in the mobile contents and services field, following in the same path opened in 1999, when the company was the first one to launch mobile alerts and integrate email and SMS in the marketing plans of advertisers. We also carried out the first multimedia advertising campaign via mobile phones. Now, we are helping the main consumer company to create the first mobile community. Slowly, we are helping to integrate mobile technology in everybody’s daily life", explained Fernando González-Mesones, General Director of Buongiorno MyAlert Spain.

The Coca-Cola Company stands out for its interest and commitment to the young generation, through several musical, entertainment, sports and cultural activities. With the Coca-Cola Movement and their Community, the company has created a space in which the young people can interact among themselves, listen to music, win prizes, participate in forums and receive the latest news. With making the Coca-Cola Community mobile the company reflects a popular way of access with youngsters. To celebrate the first mobile community, Coca-Cola give away amongst its members 10.000 MoviStar TSM30 mobile phones, with i-mode™ technology.

"To offer services with mobile technology goes in line with the objective of constant innovation of Coca-Cola Spain and its intention to establish direct ways of communication with its consumers. The interactivity opens new possibilities to localise, identify and get to know better our target, with the idea of offering them a brand experience based on entertainment" comments Hugo Giralt, Promotions and New Technologies Director of Coca-Cola Spain.

The Coca-Cola Mobile Community is already available for all MoviStar e-moción users.


About Buongiorno MyAlert
Buongiorno Vitaminic (Nuovo Mercato: BVIT), is one of the leading European company in the market of design, production and/or aggregation and distribution of multimedia contents, mainly in the field of entertainment services via e-mail or telephone. In addition to Italy, Buongiorno Vitaminic also works in Spain, Portugal, United Kingdom, France, Germany, Austria, Chili, Bulgaria and Finland, through its controled consubsidiaries. The Group, with presence in the Nuovo Mercato stockmarket in Milan, closed 2003 with an income of Euro 56 million, which represents 40% increase compared with the same period in 2002 when the company invoiced Euro 40 million. The company operates with two business lines – digital marketing services and value-added consumer services for wired and wireless telephony – whose synergies enhance the content aggregation of digital marketing and technology management skills of a team of over 350 professionals in Europe.

(*) i-mode is a registered trademark of NTT DoCoMo, Inc. in Japan and other countries.

Published on: 12:00AM on 21st June 2004