Yash Mehta (ym1472)

Facebook Live is a basic feature that offers live-streaming video capabilities to users

By tapping the live stream icon, you can start broadcasting a live video and also write an optional description for the event

With Facebook LIVE, Tell Your Story, Your Way

With creative tools like filters, it's easy to express yourself in ways that delight your followers and make it even more fun

You can go LIVE on Facebook from the following devices:

MOBILE PHONE DESKTOP THIRD PARTY VIDEO PLATFORMS

FACEBOK LIVE INDUSTRY TRENDS

Facebook LIVE is a great way for brands to:

Connect With the Audience

HOW?

WHY? WHERE?

WHEN?

Interact with & Answer their Questions Gauge their LIVE Reactions

FACEBOK LIVE INDUSTRY TRENDS

FACEBOOK LIVE EXAMPLES:

BuzzFeed Blew Up A Watermelon And

Everyone Lost Their Freaking Minds

Dunkin Donuts Live Tour of their Kitchen +

Valentines Day

McDonaldsPromotion for Art

and their new burgers

Benefit Cosmetics Day-To-Day topics

Popeyes promoted their first-ever Live Drive-Thru Bash celebrating National

Fried Chicken Day

ABOUT

Coca Cola is a carbonated soft drink

Global leader in the beverage industry

All marketing revolves around Happiness, Refreshment, Diversity & Inclusion

The brand is about creating a better world and spreading happiness

This is reflected in their advertisements and marketing campaigns

Coca-Cola UK used Facebook LIVE for last years Christmas Season

They brought in a Christmas truck which went LIVE on Facebook showcasing comments made by users

The truck also visually showed the steps involved in making a bottle of Coca-Cola which was then dispersed by the vending machine

Here’s the video: Coca-Cola UK Facebook LIVE

Coca Cola’s main competitor, Pepsi, has used Facebook LIVE in collaboration with the Dallas Cowboys

This included a Q&A session with star player David Irving

Here’s the video: PEPSI Facebook LIVE

Sprite used Facebook LIVE with the Cleveland Cavaliers where users were asked questions live and had to answer them to become MVP’s

Here’s the video: SPRITE Facebook LIVE

The above brands have stuck to their brand image of Young & Athletic and created content around that

Coca-Cola needs to tap into Facebook LIVE and engage their audience with a Happy, Refreshing & Lovable campaign

This will help Coca-Cola leverage its brand image, increase fan interactions and ultimately increase sales

COMPETITIVE

SCENARIO

Presenting Coca-Cola’s #HuntForHappiness

This hunt is for Coca-Cola bottles mysteriously placed around a city

But it will be available only on Facebook LIVE

2 celebrities will go on the hunt: Kevin Hart and Ryan Seacrest

But they will be guided by Coca-Cola’s fans on the Facebook page

Each time the celebrities find a clue, they will ask the fans through the live video to help them seek it out

The end game is a Coca-Cola Happiness truck which displays the conversation happening LIVE on Facebook with the users names appearing

Each user who gives the correct answer will get a Coca-Cola bottle with his/her name and some signed merchandise by Kevin Hart and Ryan Seacrest

At the end of the month, the users will be invited for a Coca-Cola End of Summer Happiness Party with the hosts which will be live streamed on Facebook

#HU

NTF

ORHA

PPIN

ESS

PHAS

E 1

On the day of the Hunt, the celebrities go LIVE on Facebook and solve the clues with help

from the fans

This increases engagement and interaction

Coca-Cola puts out a video message on their Facebook page by the celebrities introducing the hunt and how they need the help of the

fans in figuring out the cluesThis is done a week in advance

The winners displayed on the Coca-Cola truck get their personalized Coca-Cola

bottles and an invite to the end of Summer Happiness Party

PHAS

E 2

PHAS

E 3

A week prior to each city hunt, an announcement for that hunt will be put out on Facebook to give the fans an early notice of something coming up

This announcement will be in the form of a video where we show Kevin Hart and Ryan Seacrest famished and trying to beat the summer heat

In the video, while they gasp for breath, they tell the fans they’re reaching their city in a week and they need their help to find the Happiness Truck

This will be a fun, comical video which will attract the attention of the fans and keep them intrigued

Along with this, the end prize for the fans, to party with the celebrities, will also be communicated so as to give them an incentive to participate

On the previous day of the hunt, a post will be put out asking the fans to follow Coca-Cola’s activity so they get notified when the hunt officially begins on Facebook LIVE

On the day of the hunt, the celebrities start by asking for the answer to the first clue leading up to the Happiness Truck showcasing the live conversations

STORY

The #HuntForHappiness will take place twice a month starting from May & ending in July

6 major cities: Atlanta, New York, Los Angeles, Chicago, Houston, Philadelphia

In each city, Coca-Cola bottles will be placed at hidden locations to which clues will be provided

The celebrities, along with the Facebook fans of Coke, will hunt those clues via Facebook LIVE

Each clue will lead to the next clue which will be written inside the wrapper of a Coca-Cola bottle

In totality, there will be 8 clues which will reflect on 8 different Coca-Cola bottles

All the clues lead to the Happiness Truck where the LIVE conversation will be displayed

The fans will then be invited to the location of the truck to meet the celebrities, take their personalized Coca-Cola bottles and have a happy experience

HOW IT WORKS

This campaign is on the lines of Coca-Cola’s Vision, Mission and Values

It will relate to the brands ideology of Open Happiness and making the world a better place

The fans will participate as they connect with the brands image

The gratification of a personalized Coca-Cola bottle for you and your loved one ties with the emotional benefit of the consumer

The end of Summer Happiness Party connects with the fans as they feel they belong to a Happy, Fun & Exciting new community

This campaign will increase the brands reputation and goodwill in the market

Ultimately, this campaign will be taken global to other countries around the world

The end result will be a boost in sales globally for Coca-Cola

WHY

To measure the success of this campaign. We will:

Gauge Live ReactionsTotal Views Total Shares Total Comments

LIVE Views LIVE SharesLIVE Comments

Sales#HuntForHappiness Party Attendance Subscriptions

METRICS