Post on 28-Jan-2015
description
transcript
“Move to the beat “
Coca- cola 2012 Olympic games
Campaign
By – MEGHA MALVIYA
BRIEF INTRODUCTION
o An enduring classic that has evolved over its 127 years, Coca-Cola remains the most recognizable—and one of the most valuable—brands in the world.
o It was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia in 1886.
o The Coca Cola formula was concocted in a three legged brass kettle in his backyard.
o The bookkeeper Frank Robinson suggested the name coca cola.
o The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886.
• Coca-Cola is a carbonated soft drinks sold in stores, restaurants, and vending machines throughout the world
• In 2013, Coke products could be found in over 200 countries worldwide, with consumers downing more than 1.8 billion company beverage servings each day.
• Muhtar Kent is the current CEO of the company coca cola
• Coca-Cola was named Creative Marketer of the Year at the 2013 Cannes Lions International Festival of Creativity
Objective of move to the beat Campaign
Coca cola campaign
To bring teens closer to the Games and to sport in general,”.
objective
ENGAGE
TEENS
Bringing the social side of the Olympic
Games to them
“Move to the Beat was all about getting teens excited about London 2012 by tapping into their passion for music and fusing it with sport,” .“The Beat Wall used urban culture to excite and engage teens and was a really cool way of inspiring teens to get involved with the London 2012 Olympic Games.”
BEAT WALL
The Beat Wall is situated in Hackney, East London, the 25 meter wide by 10 meter tall artwork --- created by photorealist Neil Edward, Hadley Ever and Sam Bates.
London 2012 campaign was a bold new way of coca- cola to create stories that teens would love and that they would want to share.
The Move to the Beat television commercial, was broadcasted across Europe and the globe.Demonstrated how
Grammy award-winning producer Mark
Ronson traveled the world obtaining
inspiration for the anthem by meeting inspiring athletes to record the sounds of
their sport
MOVE TO THE BEAT CAMPAIGN
Strategy & Execution
Linked
2 basic principles
Liquid
Liquid refers to the fact that the content needs to flexible and able to
filter down through all areas of the brand’s marketing activities, but it
also needs to be linked together
Main strategy - Regardless of the channels used - whether it’s
social, mobile or TV – there has to be one ‘north star’ idea that links it all
together
TAG line used –
We start with what we call ‘one big, fat, fertile idea’. If you start with that at the
center, it can flow down through all other platforms.
Execution
The creation of the anthem was made into a feature-length documentary,
Other digital platform and a number of interactive apps were created, which enable teens to collect beats, create personalized beats and gain access to content, prizes and coke events.
The Beat Wall was created so that visitors to London's Olympic site could climb and create beats with, as well as getting a view across the Olympic village.
Campaign executed -5 key elements: A feature length documentary, the song, TV commercials, Beat TV, and a series of digital/mobile apps called 'The Global Beat'
Main execution February 2nd 2012
Results
There were more
than 25 million
video views in
total across
desktop and
mobile
1,220 people
subscribed to
the channel
Coca-Cola
attracted an
additional 1.5
million Facebook
fans and 21,000
Twitter followers.The campaign
achieved 245
million search
impressions,
461,000 clicks &
a CTR of 0.2%
Move To The
Beat was
mentioned
246,000 times
on FacebookCoke was the
second most
talked about
brand during
the Games
It achieved 242
million social web
impressions, 39
million
impressions on
546,000 impressions on
YouTube and Beat TV
Learning
o The importance of relevant contentCoke provided teens with five different ways to create and submit to the Global Beat to ensure an inclusive digital program that was technology agnostic
o Use the right platform for the market/use caseCoke set up a global SMS platform for its marketers to engage more directly with teens. It achieved a 44% response rate and 250,000 registered users, so there are plans to develop and invest in this channel for future campaigns.
o Social listening and real-time content adaptionBeat TV showed the value of adapting content based on real-time feedback to help them maximize the role of paid and social media in the campaigns performance
o AmbitionBased on the success of the campaign, Coke intends to be ever more ambitious and evolving based on digital trends
o Lay good foundationsAmador said the campaign proved to have an excellent impact on SEO. It ensured that traffic from search increased by 2,900% between May and June, representing 15% of total traffic
Conclu
sion The campaign
was a huge
success
Activated in more than 110
countries, included 60
different types of content
It was concluded that no single medium is as
strong as the combination
of media
Reach, engagement, love and value were the markers of
success
None of there plans were
simply social, or TV, or mobile or
experiential.
Success was the combination of owned, earned, shared and paid
media connections
With social playing a
crucial role at the heart of activations
What came out was a lot of content, with
digital at its heart. They wanted to create
engagement through storytelling, so
broadcasted it through social, desktop, mobile
and search.Coca- cola
became the
most talked
about brand in
the games
Thank you