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Coca-Cola Expedition 206:

Coca-Cola Expedition 206:. Client: Coca-Cola Agency: Fast Horse. Problem: To create a campaign with compelling content for young people worldwide who actively use online venues. Opportunity: Harness the power of digital culture Opportunity: Engage worldwide audience via media

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Coca-Cola Expedition 206:

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  1. Coca-Cola Expedition 206: Client: Coca-Cola Agency: Fast Horse

  2. Problem: To create a campaign with compelling content for young people worldwide who actively use online venues. • Opportunity: Harness the power of digital culture • Opportunity: Engage worldwide audience via media • Opportunity: Generate positive word-of-mouth experience Situation:

  3. Consumer studies: • Coke consumers actively engaged in online programs show higher brand loyalty. • 31% - “Like” Coke • 43% - “Love” Coke • 68% - “Exclusively Love” Coke • Desire to create innovative program to engage global consumers online. Research

  4. Coca-Coca Happiness Institute • Conducted study involving interviews • Worked closely with psychologists • Secondary research that lead to happiness • Happiness and the smaller things in life Research

  5. Target audience: • Teens • 20-somethings • Create worldwide engagement with Generation Y • Increase a global brand awareness Objectives

  6. “To seek out what makes young people happy in different cultures and document it all online – leveraging every faucet of social media to generate an on-going dialogue. While creating unique media relations and local market activation opportunities around the globe.” • 365 Days, 206 Countries, 1 Mission Information Objectives

  7. Involve consumers in worldwide vote • Select Happiness Ambassadors • Group chosen to reflect diversity of Coke’s global audience • Allow ownership and engaging consumers throughout the year-long expedition Attitudinal & Behavioral Objectives

  8. Showcase personalities of ambassadors throughout 206 countries via the happiness initiative • Engage consumers prior to the journey • Involve multiple audiences • leveraging global marketing & communication teams • Establish deadline • 365 Days spanning 206 countries Output Objective

  9. Launch campaign quickly to put it on map • Engage consumers before journey begins Programming: Strategies

  10. Controlled media • Press releases • News articles • Commercials • Uncontrolled media • Social media coverage • Ambassadors’ personal videos Media

  11. What is the budget? • Flights • Hotels • Food • Safety • Everyday needs Budget

  12. “Create compelling content for and increase engagement with teens and 20-somethings worldwide” • 900+ blog posts and online news stories • Excitement is truly global • 75% voters – Outside the U.S. • 900,000 website views since launch (6.5 minutes per visitor) Evaluation: Objective #1

  13. “Secure positive global blog and media coverage for a program that can be activated in each country” • 400 media outlets before team hit road • Associated Press, BBC, LA Times, Telemundo, etc. • 4,300+ media stories after completion • 775 million media impressions Evaluation: Objective #2

  14. “Increase brand affinity and brand love among teens and 20-somethings” • Made it to only 186 countries • Travel Logistics • New crop of global brand ambassadors • “Innovator of the year” from TravelCom • “Campaign of the Month” PR Week – Jan. 2010 Evaluation: Objective #3

  15. What did some of these outlets say about campaign? • Positive and Negative • Ambassadors not able to make complete trip • Why wasn’t there a Plan B? • Why was the website taken down? • Directs to Coca-Cola’s blog website • What other corporations contributed? • Safety concerns • Contracts with Ambassadors? • Ambassadors after-thoughts? Questions not addressed

  16. Two-way symmetrical • Resolves conflict/promotes understand and respect • Coca-Cola and it’s stakeholders • Negotiate with its’ public PR Model Used

  17. Large audience Publics

  18. To this day – • “Expedition 206”- Coca-Cola’s biggest social media campaign • "Good for Coke, they totally get it! Building a brand is all about connecting with people’s feelings and associating the product with the right image that resonates with their audience." – Commenter on Mashable.com • "Coca-Cola is using social media to make the brand not only about consumers but extremely accessible to them, as well." - Student-run Emerging Media & The Market blog “Expedition 206” Update

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