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iMedia Brand Summit - My Coke Rewards Overview

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SAFEWAY October 2, 2008 2009 How Coca-Cola is Blurring the Lines Between Online Advertiser and Publisher
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Page 1: iMedia Brand Summit - My Coke Rewards Overview

SAFEWAYOctober 2, 2008

2009

How Coca-Cola is Blurring the Lines Between

Online Advertiser and

Publisher

Page 2: iMedia Brand Summit - My Coke Rewards Overview

Today, competition is at an all time high

Page 3: iMedia Brand Summit - My Coke Rewards Overview

Relevance of message drives behavior

Page 4: iMedia Brand Summit - My Coke Rewards Overview

Value in on-going customer relationships

Page 5: iMedia Brand Summit - My Coke Rewards Overview

Untapped value across our business

4 Million people watch a movie

while sipping on a Coke

25 Million people buy our

products in bottle/can

20 Million people buy Cokes form

vending

Coke trucks travel over 1 Million miles

1 Million attend, and 4 Million watch

(on TV) a sports event we sponsor

30 Million people eat and drink Coke

products30,000+ People work in the Coca-

Cola System

Millions of page views

20 Million people see our

advertising

Page 6: iMedia Brand Summit - My Coke Rewards Overview

ENTER

CODES

FROM

PURCHASE

PULSE

PROGRAMS

& PROMOS

REGISTERPURCHASE REDEEMConsumers can

spend their points in a

variety of ways

DRINK AND

ENJOY

Page 7: iMedia Brand Summit - My Coke Rewards Overview

Fun content drives consumer engagement

Page 8: iMedia Brand Summit - My Coke Rewards Overview

Strong partnerships drive consumer value

October 2, 2008

Page 9: iMedia Brand Summit - My Coke Rewards Overview

Consumers identify tools and experiences they want…

…resulting in strong consumer connections

Page 10: iMedia Brand Summit - My Coke Rewards Overview

Consumer connections create huge value

Impact on imagery

and advocacy

of our brands

BRAND HEALTH & ADVOCACY

Creation of valuable, measured

media

MEDIA VALUE

MARKETING PRODUCTIVITY

Productivity savings +

revenue generation

VOLUME EFFECT

Change in consumer purchase behavior

And, brands and partners asked us for even more…

Page 11: iMedia Brand Summit - My Coke Rewards Overview

Source: Yankelovich MONITOR 2008/2009

Coca-cola

Large, national retailers

Health insurance providers

Large manufacturers

The federal government

Investment companies

Credit card companies

The media

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

I trust these institutions or companies a great deal/mostly to be honest and fair:

People trust us and are willing to tell friends

Page 12: iMedia Brand Summit - My Coke Rewards Overview

Worldwide experience in online “publishing”

Page 13: iMedia Brand Summit - My Coke Rewards Overview

www.americanexpress.com

www.pampers.com

www.wachovia.com

www.walmart.com

Some Publisher/Advertiser Examples Existed

www.CVS.com

Page 14: iMedia Brand Summit - My Coke Rewards Overview

Offers were already integrated with content

Page 15: iMedia Brand Summit - My Coke Rewards Overview

Significant steps were required to transition

Technology

New site development

Ad serving technology implemented

IAB compliant ad units integrated for internal and external needs

Targeting integrated into ad serving strategies based on registration data

Large, coordinated ad formats

Rich Media opportunities

Page 16: iMedia Brand Summit - My Coke Rewards Overview

Structure

Internal re-organization around content and partners

Consultative approach to meet partners’ business objectives

Integrated experiences can be created

Sweepstakes

Rewards

MCR Points for partners

Development of richer content areas

Significant steps were required to transition

Page 17: iMedia Brand Summit - My Coke Rewards Overview

Launch of My Coke Rewards 3.0.2

Page 18: iMedia Brand Summit - My Coke Rewards Overview

PRIOR STATE

INITIAL TEST

EXPANDED TEST

ROLL-OUT

FUTURE STATE

A comprehensive test plan was established

?

Page 19: iMedia Brand Summit - My Coke Rewards Overview

Key lessons to be shared

Focus on business objectives

Branded content should exist in multiple formats

Balance business/partner needs with consumer

value

Do the math (then do it again, and again)

Know what business you are in

Realize amount of work required

Multiple insights from journey

Page 20: iMedia Brand Summit - My Coke Rewards Overview

We are living in interesting times

Future Look For Agencies…

Today brands require new and innovative business solutions

beyond simple selling and buying media

Evolutions in social media are enticing development of brand

communication channels/platforms which may be managed in-

house

Historical roles are blurring - an exciting time to partner, build and

innovate in digital space regardless of your company “role”

The groups which innovate in these areas, regardless of their

historical roles, will likely be rewarded for their efforts

Page 21: iMedia Brand Summit - My Coke Rewards Overview

We are living in interesting times

Future Look For Brands…

Historical roles are blurring - an exciting time to partner, build

and innovate in digital space regardless of your company

“role”

Complexities of these type of programs require a wide range

of agency and supplier partners working in collaboration

Becoming a “publisher” can offset existing costs, but there is

much work to be done internally

There is value when multiple brands are associated with each

other before consumers in the right setting

Page 22: iMedia Brand Summit - My Coke Rewards Overview

SAFEWAYOctober 2, 2008

Q & A


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