In anticipation of Mother's Day, Coca-Cola is uncapping mobile to help consumers reach their mothers worldwide by showcasing an interactive video about the relationship between parent and child, and offering viewers a free three-minute phone call to their mothers anywhere in the world upon completion of the video.

Coca-Cola is rolling out its ?Inseparable? mobile-optimized video ahead of the holiday on May 10, which celebrates the emotional journey between mother and child, and offers consumers in the United States and Puerto Rico a valuable gift to their mothers: a free phone call. The beverage brand is also encouraging users to share the video on social media and upload sentimental moments via the #Inseparable hashtag.

?Coca-Cola believes every day should be a day to call and thank your mother for everything she?s done for you, but understands it may not always be feasible,? said Alba Adamo, group director of Hispanic marketing at The Coca-Cola Company, Atlanta, GA. ?That?s why we wanted to give everyone a moment to connect with mom and tell her how much you love her.

?We know some people?s mothers or grandmothers may live very far away- particularly Hispanics living in the United States. To be sure they can connect with those special women in their lives, we are providing them with the tool to call their moms anywhere in the world.?

Mobile video?s rise
As the consumption of digital and mobile videos rises, Coca-Cola?s campaign will likely land to a positive reception from users. The brand?s ?Inseparable? video seeks to tug at viewers? heartstrings by taking them through constantly changing and occasionally tumultuous relationship between daughters and their mothers.

A unique aspect is the ability to toggle back and forth between the perspectives of a grandson, mother and daughter, enabling consumers to see the viewpoints of each character.

Viewers are also encouraged to share the video via their Facebook and Twitter accounts, and post sentimental images or videos involving their mothers on social media using the #Inseparable hashtag.

?I am as a rule skeptical of corporate ?movement? hashtags, but #Inseparable is pretty solid,? said Adam Padilla, president and chief creative officer of BrandFire, New York. ?Given that the tag starts off at 250,000 entries, I would predict that #Inseparable breaks the 500k tag mark by the end of Mother?s Day weekend.   

?It has the emotional hook, but isn?t overly complicated. Coca-Cola is celebrating the closeness and togetherness of the mother/child bond, and it will yield some strong results on social media channels.?

While many brands are rolling Mother?s Day-affiliated hashtags, Coca-Cola?s large presence in social media will likely contribute to significant traffic on Twitter and Facebook.

?We have a full social/digital media plan to support this initiative,? Coca-Cola's Ms. Adamo said. ?Media plan includes Facebook, Twitter, Google search, and digital with Univision.

?In addition, we are working with two well-known Hispanic TV stars from Univision, William Valdes and Ana Patricia Gamez (who actually became a mom just this week) to help amplify the Inseparable message,? she said.

?To help connect with blogger moms, we are also partnering with the DiMe Network (formerly Latina Mom Bloggers) and the well-known Hispanic influencer Being Latino. They are all using the #Inseperable hashtag and encouraging others to do so, particularly when they share their favorite photos with their moms on social media.?

The brand has long been placing a heavy focus on mobile strategy, and frequently taps unique aspects that will set its marketing tactics apart from those of its competitors. Whether it has overreached with its far-reaching strategies, it can take credit for sustaining an organizational structure that fits people-based mobile marketing, avoiding the silos that can hinder innovation, especially in older companies with an entrenched corporate culture (see story).

Complimentary calls
After viewers complete watching the Inseparable video on their smartphones, those in the U.S. and Puerto Rico will be able to place a three-minute phone call to their moms anywhere in the world, compliments of Coca-Cola.

?History is on Coke?s side,? said Gabe Winslow, partner at Sq1, Portland, OR. ?A popular Mother?s Day promotion last year was Cardstore?s #worldstoughestjob video.

?That video performed extremely well along the PR circuit. With Coke, the emotional call to action and the unique interactive features of the video can certainly help drive social response and engagement with the video.?

After users watch the video, they are asked to input their birthdays, followed by their phone number and their mother's phone number. The site reveals that the call is pre-paid for the first three minutes.

Guests may then click the red phone button to be connected to their moms.

This unique tactic will likely resonate with many consumers, especially those who feel the holiday has crept up on them and who may not necessarily have a gift picked out yet. However, some experts believe an SMS-based call-to-action for the free phone call could be more beneficial.

?If the offer was made in a simpler way, say via text message subscription, more mobile customers that would value a free phone call would have activated,? Mr. Padilla said.

Ultimately, using mobile video is a strategy that more food and beverage marketers should be tapping, due to consumers? increased consumption on smartphones and tablet devices.

A recent report from BrightRoll revealed that consumers who frequent quick service restaurants are often the same target groups who consume the largest amount of video on mobile, suggesting that many food and beverage brands are missing a crucial marketing opportunity if they are not leveraging video advertising to engage this audience (see story).

?Coke knows that in order to remain in the conversation, you need to remain in the moment,? BrandFire's Mr. Padilla said. ?Leveraging Mother?s Day or any other holiday for that matter, is a no-brainer for any company that is serious about engaging with a consumer base in a meaningful way. 

?Today, successful brands recognize the power of social media lies within being relevant,? he said. ?Sometimes it?s as simple as tying into the current holiday.

?You are guaranteed up to 20 percent more engagement when your audience feels personally affected by your message. Moms, sons, daughters and Dads alike are all tuned in to the Mother?s Day vibe at the moment, so this kind of ?of-the-moment? campaigning always gives a business great ROI.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York