71
| Date post: | 15-Apr-2017 |
| Category: |
Documents |
| Upload: | shanice-stewart |
| View: | 191 times |
| Download: | 1 times |
Agency Name: Social CueAt Social Cue, we turn heads. We create content that is
informative, but more importantly compelling. We que the
consumer in to engage with our brands in conversation. We
believe that our creative endeavors are only as good as the
research behind them. Our strategy allows us to tap into what the
consumer actually wants to hear and talk with them, not at them.
We are Social Cue
2
Hayley HinsonAccount Executive
Shanice StewartBrand Planner
Monica GlossonMedia Planner
Leah FosterIMC Coordinator
Delaney McMullenIMC Coordinator
Savannah Bradford Art Director
Ryan McManeminCopywriter
Anoosha PanjwaniGraphic Design
Table of Contents
3
Executive Summary...............................................04Information and Research Company History..........................................05 Product Analysis...........................................06 Competitive Analysis...................................08 Consumer Analysis.......................................09 Industry Trends..............................................10 Consumer Trends..........................................11 SWOT Analysis...............................................12 Research Objectives...................................13 Research Methods.......................................14 Summary of Findings....................................16Target Segmentation Consumer Analysis.......................................17 ConsumerProfiles.........................................18Marketing and Communications Marketing Objectives..................................21 Communication Objectives.......................22 Media Objectives........................................23 IMC FLowchart.............................................24 Media Summary...........................................25Brand Essence Chart.............................................26Creative Brief..........................................................27Creative Concept..................................................28Liquid and Linked...................................................31
Creative Executions...............................................32 Digital.............................................................33 Outdoor.........................................................49 Print................................................................50 Package Design...........................................51 Television........................................................52 Radio Spots...................................................53 Contest..........................................................54 Destination Chill or Thrill...............................55 Beach Bash...................................................56 Public Relations............................................57 Promotional Materials..................................58 Guerilla Marketing........................................59Evaluation..............................................................60Future Recommendations.....................................61Appendixes A....................................................................62 B.....................................................................63 C....................................................................65 D....................................................................68 E.....................................................................69 F......................................................................70 G....................................................................71
Ex ecutive Summary Fromthefirst sip in1886,a legendwasborn in liquid form.129 years later, the Coca-Cola Company is still making it’s mark as a global cooperation leading the way in innovation, sustainability, and commitment to refreshing the world. The Coca-Cola Company is dedicated to the consumer, with goals to ignite happiness and passionate interactions on a global level. To say the Coca-Cola Company is a well-known brand is an understatement. Despite the company’s global presence and force in the beverage industry, they have a desire for more engagement this summer, specifically with the hard-to-reachMillennials. Research proves that a strong brand image is not enough for Millennials to commit to purchasing. So, the Coca-Cola Company can not necessarily rely on their well known name alone. In attracting Millennials, they must create a higher perceived value. The Coca-Cola Company has an interesting challenge in being a large company that needs to meet their consumers on a more personal, genuine level. Millennials are already bombarded with content on a daily basis, so setting the entire Coca-Cola experience apart and being relevant enough for Millennials to stop, listen, and converse with the brand is important. This summer, Social Cue will help Coca-Cola Red Can dive into the lives of Millennials, and inspire them to choose a mindset in the Polar Summer campaign. Social Cue’s research reveals that Millennials tend to be split into two unique mindsets during the summer: the Chillers and the Thrillers. The Chillers prefer spending the summer months relaxing and recharging in the sun, while the Thrillers are adrenaline junkies looking to explore. Coca-Cola Red
Can will inspire the nation to weigh in on The Polar Summer, and follow the transmedia story of the Polar Pair, a dynamic duo of Polar bears named Chill and Thrill. Bringing the Polar Summer to Millennials on platforms that they trust and rely on will draw their attention. Millennials are obsessed with instantly sharing their adventures on social platforms. Coca-Cola will tap into this insight by conversing with them, acknowledging the value of their summer mindset, and encouraging them to get involved with the Polar Pair and share their photos with brand. This coupled with IMC and guerilla tactics will expand reach, engage Millennials, and get them buzzing about the Polar Summer. The Coca-Cola Company will partner up with Delta to incentivize engagement with the campaign. With a free trip to Hawaii hanging in the balance, Millennials will utilize an App, social media platforms, and loads of digital content to vote for their side. While appealing to both Chillers and Thrillers, Coca-Cola Red Can will encourage consumers to take part in the Polar Pair’s story and share pieces of their own summer. The Polar Summer campaign is sure to create buzz and excitement amongst Millennials. Tapping into Millennials’ summer mindset and creating relevant and compelling content will not only increase engagement, but it will also increase sales and brand loyalty this summer. The Polar Summer is the perfect way to liquidly link the Millennial’s unique summer experiences with the Coca-Cola side of life.
4
Company H istory
5
On May 8th, 1886 in a small fountain shop in Atlanta, GA, John S. Pemberton created an instant sensation. The beverage took off and the Coca-Cola Company was founded. Fast forward to present day, the Coca-Cola Company is an global brand with the largest market share in the beverage industry serving on average 1.9 billion people daily. As a brand that is sold in over 200 countries, Coca-Cola transcends cultural and language barriers, and strives to ignite happiness on an international level.
Coca-Cola Red Can is the iconic, traditional Coca-Cola that is recognized by 94% of the world’s population. Though Coca-Cola Red Can may be the most widely recognized, the company has expanded enormously with beverages appealing to all global preferences. Over time, the Coca-Cola Company has created a wide portfolio of soda, water, juice, sports drinks, and energy drinks. As the beverage industry leader, the Coca-Cola Company engages in sustainable and innovative business practices that prioritizes the consumer’s happiness. The Coca-Cola Company utilizes their global prominence to make a difference worldwide.
Product AnalysisProduct Since Coca-Cola’s inception in 1886, it has been numerous consumer’s beverage of choice. Over the past 129 years, The Coca-Cola company has widely expanded their beverage portfolio to include other soft drinks, waters, juices, sports drinks, and energy drinks. However, Coca-Cola Red Can is still the most widely recognized, iconic image of the brand. This carbonated soft drink is a sweet treat that refreshes consumers around the world.
Packaging Conveniently, Coca-Cola Red Can comes in a variety of sizes and packages. It is served as fountain drinks, pop-top cans and plastic or glass bottles. Commonly Coca-Cola is thought of as a 12 ounce pop top can which can be purchased individually or in 12 or 24 count packages. Plastic bottles are sold in 8 count packs in 7.5 ounces and 12 ounces or in 6 count packs in 16.9 ounces. Coca-Cola is also available in 20 ounce, 24 ounce, one and two Liter plastic bottles. 8 ounce glass bottled Coca-Cola is generally served individually or in 6 count packages. Mini 7.5 ounce cans are offered as 8 or 12 count packages.
6
Product AnalysisPrice Coca-Cola Red Can products typically range from roughly $1.00 to $12.00 depending on the size and quantity purchased. Individual cans and bottles are generally sold for around $1.00 with price increasing with size. Twelve count packages cost around $4.00 to $5.00 dollars and 24 count packages cost approximately $12.00.
Distribution Though the hub of the Coca-Cola Company is located in Atlanta, GA, the brand is distributed around the world. Coca-Cola products can be purchased in multiple locations including vending machines, convenience stores, grocery stores, sporting and entertainment events, restaurants and bars. Despite the Coca-Cola Company’s expansive distribution and numerous points of purchase, they are dedicated to a refreshing experience every time someone opens one of their beverages.
7
Competitive AnalysisDirect Competitors Though the Coca-Cola Company holds the
largest market share in the beverage industry, they have
several direct competitors. In particular, Coca-Cola Red
Can competes with other dark-colored, carbonated
soft drinks such as: Pepsi, Dr Pepper, and generic brands
carried in grocery stores. In addition, Coca-Cola Red
Can is experiencing a competitive surge from diet
beverages such as: Diet Coke and Diet Pepsi. This can
be attributed to the current health trend and attention
to calorie intake. Despite these direct competitors,
Coca-Cola Red Can remains top-of-mind for consumers
worldwide.
Indirect CompetitorsCoca-Cola Red Can competes with several indirect
competitors, some of which are also owned by the
Coca-Cola Company. Brands such as Sprite and
Mountain Dew are major competition as a clear-colored
soft drink, offering a different taste for the consumer
craving a carbonated beverage. Dasani, Deer Park,
Powerade, and Gatorade are hydrating alternatives
for people exercising or staying away from sugary soft
drinks.
Brand Product Offering Image Recent Branding
Pepsi Offers a caramel colored soft drink very similar to Coca-Cola Red Can.
PepsiCo promotes a youthful, high energy image. As a brand that is extremely integrated into the music scene, PepsiCo’ advertisements usually features a well known musician, most recently Beyonce.
“Live For Now”
Dr. Pepper Offers a caramel colored soft drink with a signature blend of “23 flavors”creatinga unique taste.
Dr Pepper appeals to every unique personality. The brand encourages consumers to express and celebrate their differences.
“Always One of a Kind”
Diet Coke Offers a zero calorie, caramel colored soft drink. This product is owned by the Coca-Cola Company meaning cannibalism.
The Coca-Cola Company promotes Diet Coke as a delicious, zero calorie option. This brand not only appeals to more health conscious consumers, but also appeals to Millennials with the use of Taylor Swift as a promoter.
“Get a Taste”
Diet Pepsi Offers a zero calorie, caramel colored soft drink similar to Diet Coke
PepsiCo continues to promote their zero calorie option with youthful musicians and a high energy feel.
“Love Every Sip”
8
Consumer Analysis “Coca-Cola Millennials” are the primary target audience. Ranging from from 18 years of age to 34 years of age, they are independent, passionate about social causes, and technologically savvy. Because of the wide range of ages, many of these Millennials are in different life stages. They are students, young professionals, and some are starting families. They have grown up in a digital world, so they are comfortable with sharing their lives online and on social platforms. Millennials have a variety of summer plans. Some can afford to take off and explore, while many others are working and hoping to make the most of their weekends. The majority of them live extremely fast-paced lives, so a refreshing. caffeinated beverage keeps them awake and gives them a welcomed escape from the grind.
“Coca-Cola Enthusiasts” are the secondary audience. They extend from 35 years of age to 54 years of age. This group of enthusiasts consumes the most amount of Coca-Cola. They are more established in their career path of choice, have families, and more consistency in their lives. This group of consumers did not come to age in the digital world, but they are catching on quickly and implementing social platforms into their daily lives. They have busy schedules from taking children to soccer practice, keeping clients happy, and balancing their own hobbies and activities. To them, summer does not necessarily mean a break. Between work, families, and responsibilities, they will bedesperatetotryandfindalittledowntimethissummer.A classic Coca-Cola offers them the opportunity to take step back from their hectic lives and enjoy.
9
QR Tells All Consumers are demanding to know more about the products they consume and the companies who produce those products. Many beverage companies are improving their packaging to better meet these needs. QR codes are popular way that consumers can quickly connect with a product and the manufacturer on a virtual level while creating a positive rapport.
Foodies Demand More In the past few years, “Foodies” have taken over the food and beverage blogosphere. “Foodies” see food as an artform rather than just a necessary calorie intake. They are now demanding more out of the food and beverages they purchase. They want more fresh options and creative ways to use products in unconventional recipes.
Where Coca-Cola Red Can Fits In• Continuing transparency in the labeling• Utilizing QR codes on packaging that provide consumers
with relevant information• Showing different ways to use Coca-Cola in recipes
Industry Trends
10
We Buy, You Give Millennials in particular are demanding more from the companies they purchase products from. Not only do they want a quality product, but they now desire to purchase from a company that makes a positive impact on society.
SmartPhone Time-Out As consumers are more in tune with their health needs, manyareinterestedinfindingalittlebitofcalminthestormof their busy lives. Consumers are interested in taking a break from their smartphones.
TouchScreen Purchasing Millennials in particular are extremely interested in purchasing products digitally. Millennials are making a great deal of purchases on their smart phones, so the convenience ofbuyingwiththetouchofyourfingerisamajortrend.
Where Coca-Cola Red Can Fits In• Partnering with philanthropies this summer• Encouraging consumers to join in on the causes• Helpingconsumers find their relaxation time this summer
Giving them a break from their smartphones and hectic lives
• Allowing people to purchase Coca-Cola Red Can with thetouchoftheirfingers
Consumer Trends
11
S W O T Analysis
Threats:• Competition with other brands especially
Pepsi• Health trend • Consumers desire products that have
“natural” and “organic” ingredients• Millennials are less brand loyal -- they can
be swayed towards the competition.
Opportunities:• The advanced capabilities to reach a
large and diverse market • Large market share• Introduce new products into the food and
snack industry• Green business emerging • Millennials are less brand loyal -- they can
be captured from the competition
Weaknesses:• Focus on carbonated drinks• Negative publicity associated with
unhealthy soft drinks• No presence in food/snack industry• Lots of sugar in products • Not considered a “summer beverage of
choice”
Strengths:• Reliable and respected global company• Customer loyalty• World’s largest market share in beverage
industry• Large and diverse market--already has
the attention of Millennials• Recognizable branding• Social responsibility
12
Research Obj ectivesObjectives• To gain insight on the target market’s lifestyles and hobbies
year-round• To gain insight on the target market’s likes and aspirations for
the summer• To gain insight on the target market’s attitudes towards Coke
Red Can and what sets them apart from other competitor consumers
• To uncover consumer and industry trends during the summer season
• To create a summer’s worth of content 24/7 for Coke Red Can
Summary Given the task of generating content for Coke Red Canforanentiresummer,itisimportanttofindoutthetar-get market’s attitude toward this season. To know what they will be doing and where they will be is the most important objective in order to generate content that is effective, authentic, and organic. In order to uncover this information, primary and secondary research must be conducted.
13
Research Methods
Primary ResearchPhoto Culture Dig Each agency member asked individuals in the target market to take or gather 10 pictures of what they consider characteristic of their life. Each of these pictures acted as a window into the unique experience of our demographic. Participants were asked to write a few sentences describing their daily life. This aimed to gain deep insight and understand their day-to-day habits and mindsets during the off-season.
Summer Stalk Sessions Monitoring and archiving the target audience’s engagements (shares, likes, comments) with the brands revealed how they interacted with Coca-Cola. Social Media listening exercise showed the online perception of Coca-Cola by Millenials. This explained the types of branded content consumers preferred to see and share on social media.
14
Research MethodsSurvey People ages 18-34 were invited to take a survey to gain insight on their feelings towards summer, social media, philanthropy and Coke. This was to obtain a more direct, conscious insight to what people thought about these topics in comparison to inferences made from pictures and social media.
Coke Cafe Chats Coke Chats were held with people in the demographic to gain insight that dug deeper than the survey. Follow up questions allowed participants to expand on answers and elaborate on certain points that the survery could not cover.
Secondary Research• Coca-Cola Company Website• Coca-Cola Company Social Media (Facebook, Twitter,
Pinterest, Instagram)• The Millennial Impact• Nielsen• Experian Simmons• GSK MRI• Yankelovich• VALS• Nielsen • My Best Segments• Pew Millennial Report
One survey-taker’s fondest summer tradition was
The CMA Music Fest in Nashville with her parents.
One survey-taker does NOLA Red Dress Run
every August15
Summary of Findings Throughout all research, the target market’s differing attitudes about summer wasthemostsignificantinsight.Certainindividuals anticipate spending the summer months escaping their daily routine through new, stimulating ventures. Alternatively, other people take advantage of the summertime to break away from the hustle of the rest of the year. Furthermore, research showed participants “like” or “follow” brands on social media for discounts, new products, giveaways, contests, and entertainment. Causes or charities that research participants engaged with include: churches, health organizations, and environmental and animal-related causes. Research participants typically associate summer with alcoholic beverages and water; Coke Red Can was not top of mind. Some explained they shy away from Coke in the summer because it loses carbonation and becomes hot.
16
Consumer Analysis
The Chillers: Millennials who want to use their summer to relax and rejuvenate. When Chillers think of summer, they envision lounging by the pool, catching up on sleep, and soaking up the sun. They see summer as an opportunity to take a break from their everyday lives and spend time with the people they love. Chillers look for ways to disconnect from their smartphones and slow down. They prioritize their down time and would rather plan a relaxing beach vacation than go white water rafting with their college buddies. Chillers hope that taking a break in the sunny weather will rejuvenate them.
The Thrillers: Millennials who want to seize their summer and experience new things. When Thrillers think of summer, they envision hiking with friends, taking road trips to new cities, and visiting amusement parks. They see summer as an opportunity to take a break from the ordinary and explore. Thrillers prioritize new and exciting experiences over sleep and relaxation. They would rather take a day trip to anearbymusicfestivalthanlaybythepool.Theyfirmlybelieve in taking advantage of the sun and getting the most out of their summer.
Based off our research and Millennial preferences, we have divided consumers into two distinct sides of summer:
17
Consumer Profiles
Thrill Everitt: Age: 23Relationship Status: In a Relationship
About: After graduating high school, Everitt decided that going to college was not what hewanted.Itcostalotofmoney,anddidnotfitintohisplansatthetime.ToEveritt,traveling the world and meeting new people appealed more. Everitt now lives in Los Angelesandworkspart-timeasabaristaatalocalcoffeeshop.Hisflexiblehoursallowhim to go out almost every night, meet up with friends, and pursue his passion for the outdoors. This summer, Everitt has big plans for hiking in Washington. He hopes to save up enough money, take the summer off from work, and head to the great outdoors with friends and his Go Pro.
Chill Emma: Age: 19Relationship Status: Single
About:EmmaisjustfinishingherfreshmanyearatNorthwestern.Afterahecticyearofacclimating to college, making new friends, and passing classes, she is ready for a break. As she packs up to move home for the summer, all she can think about is catching up on hertanandherfavoriteNetflixseries,“OrangeistheNewBlack”.Thissummershedoesnotwanttomoveafingerifshedoesnothaveto.Besidesloungingbyherneighborhoodpool, her plans include a sandy towel at her best friend’s beach house.
18
Consumer ProfilesChill James:Age: 25Relationship Status: Engaged
About: After graduating from Eastern Carolina University with a major in business, JamesdecidedtorelocatetoAtlanta,GAwithhisfiance,Casey.Jamesisworkinginafast-pacedaccountingfirm,sohedoesnotgetmuchtimetorelax.Betweenwedding planning with Casey and staying on top of his work schedule, James is ready for his vacation this summer. Casey and James are honeymooning in the Dominican Republic and plan on turning off their smartphones and soaking up the sun.
Thrill Shivani: Age: 28Relationship Status: Single
About: Shivani is an adrenaline junkie and travel enthusiast. She is established in her career and has enough disposable income to treat herself. By the end of every week,Shivaniisitchingtogetoutoftheofficeandgo.Shelovestogotoconcertsand try new restaurants with her friends. She is single and loving her freedom to go wherever she pleases this summer. Shivani and two friends are planning a backpacking trip in Morocco. She is excited to experience a new culture and branch outside her comfort zone.
19
Consumer ProfilesChill Kamara: Age: 30Relationship Status: Married
About: Kendra and her husband, Todd, just celebrated their one year wedding anniversary with another exciting piece of news, they are expecting! Kendra is excited and nervous to be a mom. This summer they will be pinching pennies in preparation for the arrival of their baby in the fall. Because money is tight, they are planning to substitute travel with several relaxing staycations. Kendra plans to enjoy her peace and quiet before the baby arrives and get lots of sleep. She is looking forward to visits from her mom and dad, lounging by the pool, and having a weekend-long “Lord of the Rings” marathon.
Thrill Grayson:Age: 34Relationship Status: Single
About: As a single dad, Grayson is always on-the-go between work, his son’s soccer games, and making dinner. He loves his hectic life and swears that he would get bored without his 9 year old son, Ben. Grayson has big plans for this summer, and cannot wait for Ben to get out of school. He wants to take advantage of the free time and take Ben on a road trip to the Grand Canyon. Grayson even just bought a high tech camera for their trip. He is excited to share pictures of their adventure on Facebook.
20
Marketing Obj ectivesMarketing Objective: To generate $10 million unit sales during a four month campaign beginning May 1, 2015 and ending on September 1, 2015.
Strategy: To increase sales among current and potential consumers through a multi-touch point summer campaign. The campaign will appeal especially to Millennials and increase their association of summer with Coca-Cola Red Can. This association will encourage consumers to include Coca-Cola on their summer plans.
Rationale: By encouraging consumers to share their summer with Coca-Cola, they will begin to connect their summer experiences to the brand. Promoting the brand throughout the summer and creating positive associations will allow Coca-Cola to stay top-of-mind and at the top of consumer’s grocery lists.
21
Communication Obj ectives
To drive 1 billion content engagements, views or shares during a 4 month campaign beginning May 1, 2015 and ending on September 1, 2015.
Strategy Use a multi-touch campaign that integrates events and digital content supported by traditional advertising techniques to engage the Millennial audience. Social Cue will create a summer transmedia story for consumers to follow. This story will be pushed out on digital social platforms to engage the consumers. The transmedia story will be supported with an App and a Microsite. The campaign will feature a series of pop-up events in which participants will leave with cool, shareable content.
Rationale Research shows that Millennials prefer social media platforms rather than traditional advertisements. Millennials will be far more receptive to Coca-Cola Red Can on a digital level. The digital portion of the transmedia story will encourage consumers to weigh in and share their summer experiences with the brand, which will both encourage consumers to take part in the buzz.
To create 30% increase in consumer associations between summer and Coca-Cola Red Can during a 4 month campaign beginning May 1, 2015 and ending on September 1, 2015
Strategy Social Que will tell a transmedia story will tell Millenials about the brand and summer. Consumers will be encouraged to share their summer experiences on social media and the app. Exclusive summer time packaging will also be released.
Rationale Research showed that Coca-Cola Red Can is not thefirstbeveragethatcomestomindwhenthinkingaboutsummertime. So, telling a story that surrounds Coca-Cola and summer will increase awareness of the connection. Consumers will be able to make the associations on a more personal level when they are encouraged to share their summer side with the brand.
Objective Objective
22
1. To reach millennials on a national level, while also
focusing on metropolitan areas where a large number of
millennials reside.
2. Accomplish all media objectives within the
proposed online/digital budget of $3,000,000 and a
suggested traditional media budget of $3,500,000.
3. To keep Coke Red Can in the minds of millennials all
summer long using a continuous media schedule from
May 1, 2015 to September 1, 2015.
4. Maximize reach and frequency from May 1, 2015
to September 1, 2015, ultimately generating 1 billion
content engagements, views, or shares.
Media Obj ectives
23
24
Media SummaryTRADITIONAL MEDIA Traditional advertising will be used to introduce the campaign, create awareness, and drive our target audience to engage with the contest. The traditional mediums we chose to focus on are television, magazine, radio, and outdoor. These mediums will provide the proper CPM, circulation, and views that are required for a successful campaign, while also effectively reaching our target audience. For television, we chose TV stations based off of popular shows among millennials: The Big Bang Theory, The Walking Dead, American Horror Story, and NCIS. For radio, we will be purchasing spots on a local scale depending on where the polar pair tour is in the U.S. For each stop on the tour, local radio ads will be aired in that city a week in advance to spread awareness. For magazine advertisements, we carefully selected magazines that had around 21% penetration or that were indexed over 200 for millennials. Purchasing ads in these magazines will effectively reach our target audience. As for outdoor advertising, we will purchase billboard space in metropolitan areas where the polar pair tour is stopping.
DIGITAL MEDIA Although we are using a heavy amount of traditional media, the focus of our campaign is completely digital. The entire campaign will revolve around the microsite and mobile app. These digital interfaces are collecting data on the nationwide contest and encouraging people to share their #chillorthrill summers. The app/microsite is ultimately where we will accomplish 1 billion content engagements, views, or shares. We will also be bringing in a transmedia element into the picture, telling stories of the polar pair as they venture across the country. We will gradually release the complete story overtime, keeping participants engaged. To remind people to keep up with the bears and stay active in the campaign, we will also be using targeted banner ads for remarketing.
CONTEST The entire campaign budget is dedicated to a contest that will engage our target audience in a way that we hope will grow the campaign exponentially. The contest challenges participants to #chillorthrill and share their side of summer viasocialmediaandwordofmouth.Weareconfidentthatwith the proper execution, this campaign will go viral among millennials. 25
26
Creative BriefClient Name: Coca-Cola Red Can
Key Fact: Summer is a time for people to escape their normal lives, whether that means speeding up or slowing down. From relaxing by the pool to going white water rafting, Millennials have a summer story that they want to share.
Problem: People do not associate Coca-Cola Red Can with their summer story. Objective: To drive 1 billion content engagements, views or shares during a four month campaign beginning May 1, 2015 and ending on September 1, 2015.
Target Market: Millennials ages 18 to 34 identify with two summer mindsets: 1) rest and relaxation and 2) adventure and excitement. The group that prioritizes relaxation prefers to spend their time unwinding from the stresses that occur during the rest of the year. The group that prioritizes excitement prefers to use their summer free time to explore and engage in new enterprises and experiences. The primaryinfluencerthathelpsdefinewhich‘sideoftheline’millennials fall on is their life stage.
Insight:Emma: “I’m the kind of person that’s worn down by the time summer rolls around. From work to my family, I have a lot on my plate. So, for me summer means a chance to take a breather and slow down a bit. I love to go to my cousin’s lake house and just lay out with a good book. All of my family comes along and we cook great food and relax. When I can’t get away for the weekend, I love just having my friends over for a movie night.”
James: “I can’t wait for this summer. My friends and I made a bucket list of all the places we want to visit and things we want to do. I am most excited to roadtrip to the Grand Canyon and try the new Vietnamese restaurant in town. I feel like this summer is going to be epic, and I am excited to try out my Go Pro. My Facebook friends are going to be blown away when they see a video of me white water rafting.”
Promise: Coca-Cola Red Can will be with you through your entire summer, whether you decide to relax or adventure. Support: As a globally responsible brand, Coca-Cola wants to make the world a better place and help you do the same.No matter what you want this summer, Coca-Cola will be there with you
Mandatories: #hashtag, logo, microsite, smartphone app 27
Creative ConceptThe Chillers• Chillers want to kick back and relax
this summer• Many of the Chillers lead hectic lives
during the year, so they are more than ready to take a break
SummaryEvery summer, people soak up the sun, take a break from their everyday lives, and do the things they have been waiting all winter to do. When it comes to summer activities, people have very different interests. Our research shows that people tend to be split into two polar opposite mindsets:
28
Creative ConceptThe Thrillers• Thrillers are adrenaline junkies looking to explore
new and exciting place• The Thrillers want to take advantage of the
beautiful weather and move away from their normal routines
29
Chillers and Thrillers will follow the Polar Summer and engage with their summer story by:• Following the transmedia adventures of Chill and Thrill• Downloading the App and voting for their side of summer, polarizing themselves, sharing content, and
locating fun summer activities• Going on the Microsite and voting and checking out where Chill and Thrill will go next• Sharing their own summer experiences on social media, with the exclusive hashtag• Taking Polar Summer Buzzfeed quizzes• Listening to Polar Summer Spotify playlists• Attending a Polar Summer Experiential Event
• To stay relevant to the Chillers and the Thrillers, the transmedia story of Chill and Thrill, the members of the Polar Pair, will transpire throughout the campaign
Creative Concept
30
31
Creative Ex ecutionsThe Polar Pair
Chill ThrillThe Polar Pair, Chill and Thrill, are taking a break from the bitter North
Pole and vacationing in the USA this summer. They cannot wait to soak
up the sun and take a break from their hectic everyday lives. Though
they are best friends, the two have very different personalities and
represent two unique summer mindsets.
Chill enjoys the slower side of summer and is looking forward to
relaxing. His demanding schedule in the North Pole prevents him from
enjoying the simplicities of life. This summer will allow Chill to spend
quality time with Thrill while reconnecting with friends and family. A
stranger to the warmth and sunshine, Chill is looking forward to getting
some sun and drinking plenty of cold Coca-Colas by the pool...and
beach...and lake.
Looking to make the most of his time off this summer, Thrill’s
adventurous spirit calls him to experience new things. The summertime
brings fewer responsibilities than the rest of the year, and Thrill is hoping
to take full advantage by travelling as much as possible. He is stoked
to explore the States with his old friend and make some new ones
along the way. Thrill has already planned adventures like white water
raftingdowntheGrandCanyon,surfinginMalibu,andsightseeingin
New York City.
As the Polar Pair explore the country, they are looking for
suggestions to keep them busy all summer long. Are you a Chiller
or a Thriller? Tell Chill or Thrill how you plan to make the most of your
summer. Follow the Polar Pair across the country on the app and join
them on their journey.
32
DigitalWebisodesIncorporated in the microsite and mobile app will be the story of the polar pair vacationing away from the North Pole for the summer. For every 1,000 points the chill or thrill side earns, a new digital video will be released revealing where the polar pair is on their journey. Cost: $1,869,000
33
DigitalPolar Summer Online Post Cards Additional transmedia content will be released in the form of digital postcards on the microsite. As the Polar Pair travels the country and consumers engage with the campaign,ChillandThrillwillsendoutcity-specificpostcardswith stories about their time in that place. These will go hand-in-hand with the webisodes and will also be sharable via social media sites, further connecting the campaign and promoting engagement.
34
Digital
35
DigitalMicroSiteA microsite is recommended to be built that fully encompasses the Polar Summer campaign. The site is intended to allow the target audience to engage with the brand and start participating in the nationwide contest. After entering the site and choosing to Chill or Thrill, people will be encouraged to share on social media, get involved in events around the U.S. and keep up with the contest live. Ultimately, the microsite is a hub that manages and encourages engagements, shares, views, and likes. Total Cost: $100,000
14
36
Digital
37
Mobile App Justlikethemicrosite,themobileappwillbedevelopedspecificallyforthe Polar Summer campaign. The app will allow consumers to keep up with how many points they are generating for their side. In order to be involved in the campaign’s contest, participants must download and sign up on the app to keep track of their points and discover special opportunities to earn more points. Once the application has been downloaded, the user will create a username and password that syncs with Twitter, Facebook, Instagram and Vine accounts. The app can perform the following functions:
1. Vote daily on the Fizzometer, which will be streaming live in Times
Square, measuring the sentiments of the nation
2. Share whether you are chilling or thrilling on the app, which can be
shared to Facebook, Twitter, Instagram, or Vine
3. Use the app to locate a local summer activity, and then checking
in upon arriving at that location using the “Staycation” portion of
the app.
4. Buy a Coca-Cola Red Can branded with the Polar Pair and the use
the QR code listed on the can, which allows Coca-Cola to keep
track of purchases and engagements. The app will be available
throughout the duration of the campaign.
Total Cost: $100,000
38
Digital
39
Digital
40
Digital
41
Digital
Times Square Fizzometer A digital billboard in Times Square will give live updates of who is thrilling and chilling across the country. Using the app, users will be able to interact with the billboard in Times Square. The billboard will feature the hourly updated Fizzometer, displaying whether the nation is Chilling or Thrilling at the time. This digitally stimulating billboard advertisement will create buzz and interest as well as encourage people to download the app so they can vote daily. The Fizzometer will be displayed in Times Square from May 2015 through September 1, 2015.
Cost: $100,000
42
Digital
Facebook: A Facebook page for the campaign separatefromtheofficialCoca-Colapage will be created. This page will be a reminder for likers to follow the Polar Pair on their journey and share Instagram and Twitter posts to the Facebook page.
Pinterest Since social media platforms are major components of the millennial generation, it is vital to our campaign to create a hashtag. When a participant posts on Twitter or Instagram with the hashtag #thrillorchill , the post will automatically show up on the hashtag page. The use of the hashtag on these social media sites is a way to be active with the campaign while earning points for the Delta sponsored contest. Hastag usage will encourage millenials to engage with the campaign while creating buzz.
43
Twitter and Instagram: Since social media platforms are major components of the millennial generation, a hashtag is vital to our cam-paign. When a participant posts on Twitter or Instagram with the hashtag #chillorthrill, the post will automatically show up on the hashtag page. The use of the hashtag on these social media sites is a way to be active with the campaign while earning points for the Delta sponsored contest. Hashtag us-age will encourage millenials to engage with the campaign while creating buzz.
Digital
44
DigitalBuzzfeed Quiz: In order to produce an abundant amount of digital content, Buzzfeed is highly recommended. First, a Buzzfeed quiz will provide a fun way for people to determine which summer mindsetistheirbestfit.AfterthequizdecidesifyouareaChilleror a Thriller, there will be a link to the respective Pinterest page for suggestions on how to Chill or Thrill. Two separate Buzzfeed articles for Chillers and for Thrillers will be featured: one article titled “7 ways to Chill” and one article called “7 ways to Thrill”. The Buzzfeed content is intended to generate buzz and shares on social media. Total Cost: $0
45
Digital
46
Banner Ads: Targeted banner advertisements are an important factor in the campaign because Millennials are internet fanatics. Targeted banner ads are recommended for remarketing. Anyone who visits the campaign microsite will see the remarketed ads. Since the contest’s grand prize is an all-inclusive trip through Delta Airlines, anyone who visits Delta’s website will see the remarketing ads as well. The ads are intended to grab the audience’s attention and remind them to keep engaging with the microsite. The banner ad willhavetwosidestoitwithananimatedflip.Theanimationwill attract more attention to the ad. The banner ad will be very straightforward with a click-through to the microsite. Total Cost: $500,000
Digital
47
Spotify
48
Spotify Playlists: It’s no surprise that millennials are all
about Spotify, so to speak to their love of music,
Spotify playlists will be created that embody
the polar summer. There will be a “Chill” playlist
that can be played while lounging by the
pool, painting, or strolling down the beach,
and there will be a “Thrill” playlist that will
gets listeners pumped
up for whatever
adventurous activities
they are planning. The
playlists will add to the
abundant amount of
digital content and
encourage millennials to
keep engaging with the
campaign.
Outdoor Because the campaign’s focus is digital media,
only a small portion of the proposed budget is allocated
towards outdoor. One nationwide billboard will be
created to generate buzz and to drive people to the app
and microsite. The billboards will run in the top 10 DMAs,
as well as the cities that the Polar Pair will be visiting
throughout the summer.
Chill and Thrill bus stops will also be placed
throughout the US. The design will split the
bus stop into a chill side and a thrill side so that while
consumers are awaiting their transportation they can
escape to their ideal summer situation. With this creative
approach to out-of-home media, consumers will be able
to engage with The Polar Summer without changing their
daily routine.
Total Cost: $1,895,500
49
PrintMagazine Although it may seem that millennials can only be reached online, they are actually more likely than older adults to be in the top 40% of magazine readers. Because of this, ads will be plced in nine magazines that Millennials frequently read: Cosmopolitan, Maxim, ESPN, Seventeen, Vibe, Rolling Stone, Sports Illustrated, Entertainment Weekly and Vogue. By utilizing the recommended magazines, the target audience will effectively be reached and engaged in the campaign. The full-page, full-color print ad will run in Cosmo, Maxim, Vibe and Rolling Stone during the months of May 2015 and July 2015. It will also run in ESPN, Seventeen, Sports Illustrated and Entertainment Weekly during the months of June 2015 and August 2015. Total number of ads: 16. Total Cost: $2,823,070
50
Package DesignThe Polar Summer Chill
and Thrill Cans
51
TelevisionTV Ad: Cable television is recommended to effectively reach millennials because the vast majority regularly tunes in to traditional TV for 2.5 to 2.7 hours per day. The Polar Summer Campaign will begin with a heavy emphasis on traditional media to generate awareness. The suggested cable TV stations (ABC, CBS, NBC, FX, FOX, AMC) will successfully introduce the campaign to Millennials and get them to start engaging. The 30 second spot will run on these stations from the months of May 2015 through September 1, 2015, a total of 40 spots. Total Cost: $14,000,000 Beach Party TV Spot Polar Pair Party TV Spot
52
Millennials are more likely to listen to the radio than older adults. Therefore, radio advertising is recommended to reach the target audience on a local scale. For each city that the polar pair visits, a local radio ad will be released informing them about the event. The radio ads will feature Chill and Thrill discussing their next stop on the tour. Listeners will hear the famous Coca-Cola jingle and be asked to visit the microsite for more information. The recommended advertisements will attract our target audience to the events and encourage them to get involved in the contest. The radio ads will run from May 2015 through August 2015, a total of 1,620 spots. The list of cities can be found in the media expenditures on page _____, Total Cost: $170,370
Radio Spot 1:Thrill: ChillChillcomeongetyourstuffweregoingtohittraffic
Chill: Ok dude calm down I was just trying to relax by the pool before our
next big beach party. Where are we even headed this time?
Thrill: Have you not even checked your Polar Pair Route? Were going
to Santa Monica (or enter location) for a beach party featuring (guest
celebrity)
Chill: Ok man let me get my bucket hat and towel
Voice Over: Going to be in the area this weekend? Join the Coca Cola
Polar Pair for a pop up beach party at the Santa Monica pier where
there will be a chance to enjoy your chill or thrill summer. For more
information check out www.cocacola.com.
Coke Jingle
Radio Spot 2:Thrill: ChillChillcomeongetyourstuffweregoingtohittraffic
Chill: Ok dude calm down I was just trying to relax by the pool before our
next big beach party. Where are we even headed this time?
Thrill: Have you not even checked your Polar Pair Route? Were going
to Santa Monica (or enter location) for a beach party featuring (guest
celebrity)
Chill: Ok man let me get my bucket hat and towel
Voice Over: Going to be in the area this weekend? Join the Coca Cola
Polar Pair for a pop up beach party at the Santa Monica pier where
there will be a chance to enjoy your chill or thrill summer. For more
information check out www.cocacola.com . Coke Jingle
Radio Spot 3:Voice over: Don’t have any plans for this summer? Well today is your
luckyday.Gotowww.cocacola.comtofindoutwherethissummer’s
Polar Pair is throwing a pop up beach party near you. Join Chill and Thrill
on adventures or relaxing trips you’ve never experienced before. Relax
by the ocean or slide down the waterslides with Chill and Thrill and enter
in to win a trip to relax or be adventurous! Coke Jingle
Radio Spots
53
In order to encourage consumers to engage with the summer campaign, a contest will be organized in conjunction with Delta Airlines. Participants will be able to download a smartphone application, create an account, and choose whether they are a Thriller or a Chiller. They will ultimately attempt to win by logging into the app earn points. Points can be earned by voting for the Chillers or Thrillers, posting to social media with the hashtag, scanning a #chillorthrill Coke with a QR code, and checking into local places per the app’s geo-suggestion. By September 1, the 100 Chillers and 100 Thrillers with the most points allocated will win the grand prize: an all-inclusive trip through Delta Airlines with a plus one. Chillers and Thrillers will head to Hawaii for a week of adventure or relaxation.
Contest: Chill or Thrill
54
One of the major features of our campaign will center around the Polar Pair as they travel across the country. They will be bringing people visions of their ideal summer. The semi truck will be a virtual experience that allows participants to take a break from their everyday lives and experience their summer aspirations. The truck will contain three compartments, allowing three participants to experience their summer fantasy. Each participant will be prompted to answer a few questions, determining if he or she is a chiller or thriller upon entering the room. After receiving the information, an algorithm will compute a 360 image that will transport the participant to an appropriate location. For example, a Thriller may be able to see themselves ziplining in the rainforests of Costa Rica, or a Chiller may see themselves relaxing by the ocean in a lounge chair. The room will also allow for sound effects and other 4D components, such as a water mist or moving platform, to make the projected experience as realistic as possible. At the end of the simulation, the participant can access their virtual experience through the app, and a shareable video will allow the participant to share their unique projection and the hashtag on social media. The participant will exit the truck and receive a complimentary Coke and branded swag. Total Cost: $6,000,000
Destination Chill or Thrill
55
Whether a Chiller or Thriller, the Chill or Thrill Beach Bash will celebrate summer. These beach parties will take place in eight beach cities around the United States including:
Activities for Chillers will feature: • Recharging zones• Gaming areas• Bocce ball• Corn hole
Activities for Thrillers will feature:• Surf lessons• Beach volleyball• Water obstacle course• Epic water slide
The Destination Chill or Thrill truck will also make pit stops to these parties. Each party will close with an artist influentialtothatarea.Theseconcertsaresuretodrawourtarget demographic and will encourage all participants to connect with Coke through music. Total Cost: 6,000,000
The Polar Pair and WWF The Polar Pair will also encourage participants to recycle their Coke cans and dispose of all trash, and promote their partnership with the World Wildlife Fund. Partiers will be invited to become actively engaged in the campaign by using the hashtag when posting pictures or videos. Additionally, participants can use the Snapchat app to add their Snapchats to a The Polar Summer Snapchat story that will be shared with other users across the world.
Beach Bash
• Miami • Charleston • Virginia Beach • Long Island
• Santa Monica • San Francisco • San Diego• Destin
Chill or Thrill Beach Bash
56
Public RelationsInternal Public Relations: It is vital that all Coca-Cola employees are well educated about all advertising, branding, and merchandising of the summer campaign in order to be able to create excitement. Each employee will receive a promotional package detailing the campaign and explaining the two mindsets of summer. The package will contain branded materials, copies of the print advertisements, blog posts, and the background history of the Polar Pair.
External Public Relations: For both the virtual experience and the Chill or Thrill Beach Bashes, local newspapers, TV and radio stations will be informed of the Coca-Cola campaign coming to their city. Press releases will be distributed to each of the cities on the planned routes detailing the events. News coverage will increase hype and attract individuals in the target demographic to participate in the campaign. This earned media will spread awareness of the campaign without having to spend extra money in media buying.
Partnerships: Because of Delta’s ongoing partnership with Coca-Cola, Delta will be an important partner in The Polar Summer Campaign. Promotional material detailing information about the contest, its rules and its regulations will be featured in all Delta airplanes through the duration of the summer. Deltawillflythewinnersofthecontesttoaspecificlocationchosen to cater to each group’s interests. The Chillers will be treated to a relaxing vacation, while the Thrillers will be taken on the adventure of a lifetime. The World Wildlife Fund will also partner with Coke in this summer campaign. The Polar Pair will be the main proponent of this partnership, encouraging wildlife and environmental protection. “Bear Hug” vending machines and Coke branded recycling spots will be distributed throughout the nation to raise awareness and funds for the WWF.
57
Prom otional MaterialsCoke branded swag designed for Millenials will be distributed at all events throughout the summer. Promotional materials will include: koozies, sunglasses, beachballs, volleyballs, beach towels, beach bags, and t-shirts. All materials will be branded with the Polar Pair and the campaign hashtag, #chillorthrill.
58
Guerilla Marketing Guerilla marketing tactics will be used throughout the campaign to spread awareness and create buzz. The firstwillbeavendingmachinedesignedtolooklikeoneof the Polar Pair. In order to receive a Coke, the consumer must give the machine a “bear hug.” These vending machines will be created in conjunction with the WWF so that the dollar that would have been spent on the Coke will in turn be donated to save the polar bears. Total Cost: $1,000,000
59
Evaluation Virtual Experience The number of promotional objects passed out at the event will be an indicator of the number of people who engaged/attended the event. The bars will keep a head count of the number of individuals that attend the event and join the line to view the experience and cross-referencethosetwofigures. We plan to let people know about the event coming totheirtownthroughsocialmediaandbynotificationthrough the integrated mobile app.
Beach Party Since invitations are given out via app, we will see how many people RSVP via the app. We will keep track of the amount of people that participate in all of the beach activities by the amount of people that sign waivers as well as the count of wristbands that are passed out to each Chiller/Thriller. We will also use social media to see how many people are engaging with our party via an extended hashtagforthepartyspecifically.Viewsandscreenshotson our sponsored snapchat posts will be counted as well as part of our engagements.
Contest with DELTA On the back end of the app, keep a running meter of how many recorded activities total consumers have engaged in to try to win the contest and keep track of an average amount per registered participant along with running count of how many times the app was downloaded.
Traditional The campaign will start with TV ads promoting the event. The engagements there will be determined by reach and frequency. The commercial spots will be aired on Broadcast networks along with other targeted channels like MTV, E!, Bravo, Esquire, etc.
PR Buzz One of our main goals is to market content. We will amp up our social media and writing teams for featured content on media outlets twitter, facebook, snapchat, tumblr. We will reach out to creators of Buzzfeed to create a trending article sponsored by Coke Red Can; local news stations/newspapers/etc. will receive press releases about the events Coke Red Can will be bringing to them.
60
Future Recommendations
In an effort to increase Coke Red Can’s association with summer, it is important to provide a consistent, notable, and interactive summer campaign every year. The focus should be on creating a campaign that will make people want to share their experience at events and with the trademarked can on social media.
Asforthisspecificcampaign,SocialCuerecommendsmorecontentmarketingthroughsocialmedia platforms and microsites. It is imperative that Coke stays with consumers through their unique summer experience. The Polar Summer concept is adaptable to upcoming seasons and current events. For example, the 2016 presidential election is an opportunity to emphasize the rivalry that exists in political campaigns through the juxtaposition of the Polar Pair. It is also recommended that the campaign be presented in a less controversial way than the election, but still parallels the divide that is present in the United States during election season.
61
62
Appendix A
63
Appendix B
64
Appendix B
65
Appendix C
Media Expenditures
66
Appendix C
67
Appendix C
MediaTelevision
Magazine Cosmo, Maxim, Vibe, Rollingstone
ESPN, Seventeen, Sports Illustrated, EW
Radio
Outdoor
Guerilla
DigitalInstagramTwitterSpotifyFacebookBuzzfeedBanner SpaceYoutubeWebisodesTimes SquareMobile AppMicrosite
Monthly totals TV MagazineRadioOutdoorGuerillaDigitalMonthly total
Consumer Generated
545,795.00$ 3,500,000.00$ 3,500,000.00$
865,740.00$ 545,795.00$ 865,740.00$ 3,500,000.00$ 3,500,000.00$
42,592.50$ 42,592.50$ 42,592.50$ 42,592.50$ 140,625.00$ 140,625.00$ 140,625.00$ 140,625.00$ 3,000,000.00$ 3,000,000.00$ 3,000,000.00$ 3,000,000.00$
7,979,012.50$ 8,298,957.50$ 7,979,012.50$ 8,298,957.50$ 750,000.00$ 750,000.00$ 750,000.00$ 750,000.00$
Media FlowchartMay June July August
68
Appendix D
Alabama-Birmingham, Montgomery, Mobile
Tuscaloosa; Arizona-Phoenix, Tucson, Scottsdale;
Arkansas-Little Rock, Fayetteville;
California-LA, San Fran, San Diego, Sacrament;
Connecticut-Hartford;
Delaware-Wilmington;
Florida-Jacksonville, Miami, Tallahassee, Orlando, St.
Petersburg;
Georgia-Atlanta, Augusta, Savannah,
Athens, Macon; Idaho-Boise;
Illinois-Chicago,Springfield;
Indiana-Indianapolis;
Iowa-Des Moines, Cedar Rapids;
Kansas-Wichita, Kansas City, Topeka;
Kentucky-Lexington, Louisville;
Louisiana-New Orleans, Baton Rouge,
Shreveport;
Maine-Portland;
Maryland-Baltimore;
Massachusetts-Boston, Cambridge;
Michigan-Detroit, Ann Arbor, Grand Rapids;
Minnesota-Minneapolis;
Mississippi-Jackson, Biloxi, Oxford;
Missouri-KansasCity,St.Louis,Springfield;
Montana-Billings, Crested Bute;
Nebraska-Omaha, Lincoln;
Nevada-Las Vegas, Reno;
New Hampshire-Manchester;
New Jersey -Jersey City;
New Mexico-Albuquerque, Santa Fe;
New York-Manhattan, Brooklyn, Rochester, Buffalo,
Coney Island;
North Carolina-Raleigh, Charlotte, Greensboro,
Asheville;
North Dakota-Fargo;
Ohio-Columbus, Cincinnati, Cleveland;
Oklahoma-OKC, Tulsa;
Oregon-Portland, Salem;
Pennsylvania-Philly, Pittsburgh;
Rhode Island-Providence;
South Carolina-Columbia, Charleston, Greenville,
Hilton Head;
South Dakota-Sioux Falls;
Tennessee-Memphis, Nashville, Knoxville;
Texas-Houston, Dallas, San Antonio, Austin, Fort
Worth, Galveston;
Utah-Salt Lake City;
Vermont-Burlington;
Virginia-Virginia Beach,
Richmond, Roanoke,
Charlottesville;
Washington-Seattle,
Spokane; Washington,
DC;
West Virginia-
Morgantown;
Wisconsin-Milwaukee,
Madison;
Wyoming-Cheyenne
Where Our Bus Will Visit:
69
Appendix E
FOR IMMEDIATE RELEASE: Coca-‐Cola Beach Blowout Celebrates Summer
Millennials express their personalities at summer beach party
MIAMI – June 8, 2015 – As part of their summer campaign, Coca-‐Cola will host a beach party on Miami Beach June 12 featuring live music, an IMAX experience, and beach games. This event is one of eight parties to be held across the country as part of Coca Cola’s #chillorthrill campaign. Consumers are encouraged to engage with the campaign by participating in summer activities, sharing with their friends, and earning points on the campaign’s smartphone application. Participants who have earned enough points will be invited via the application to attend a beach party nearest them. The campaign focuses on two types of mindsets people embody during the summer: Chill and Thrill. Chillers enjoy taking a break from the hectic day-‐to-‐day life and use summer’s extra time to spend reconnecting and rejuvenating. Thrillers view the summer as a time for adventure and an opportunity to discover new experiences. The event will cater to both mindsets, providing activities for Chillers and Thrillers. Chillers can relax on lounge chairs, while enjoying an ice cold Coca Cola from the bar, while Thrillers can play beach volleyball or learn to surf from a professional. Additionally, an IMAX truck that allows participants to select a virtual Chill or Thrill experience and share the video with friends on social media using the hashtag #chillorthrill will be there. Enrique Iglesias will also perform a summer concert at dusk to close the event. Encouraging the partygoers to be environmentally friendly, the Polar Pair and WWF will attend the event and direct people to recycle cans and dispose of trash. Coca Cola is confident that this summer beach party will allow millennials to interact with the brand and facilitate opportunities to share in the pleasures of summer. To learn more, please download the application to your smartphone or visit the #chillorthrill website.
# # # Media Contact Leah Foster, APR Social Que for Coca Cola Office (706) 699-‐1816 Cell (706) 696-‐4610 [email protected]
70
Appendix F
Press Release
Chill Tiers Thrill Tiers Points RewardChill Thrill 20-100 points Free Coca- Cola Red
CanTranquil Electrified 100 and up Discounted tickets/
admission to activities listed in the “Staycation”” portion of the App
Relaxed Adrenaline Junkies Awarded to the top 100 Chiller or Thrillers who have accumulated the most points during the campaign
Chill or Thrill Ride
71
Appendix GContest Levels
