coke multi-channel mobile marketing strategy

7/28/2019 Coke Multi-Channel Mobile Marketing Strategy

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open hap


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Mobile Opportunity

Consumer Engagement

Aligning with Coca-Colas Strategic

Objective Key Trends Consumer Relevance

Behavioral Analytics

Mobile MarketOverview

Idea Execution -Measurements

Milestones , Risks

Keys to Success

Jump Start Key

Affiliation

Key Outcomes


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Confirm Coca-Colas Strategic Objectives

The Mobile Opportunity

Challenges

Value Proposition

Jump-Starting with Brand Affiliation

Milestones

Risk Assessments


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Confirm Coca-Colas Strategic Objectives


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Understanding of

Coca-Colas Strategic Objectives To refresh the world

To inspire moments of optimism and happiness

To create value and make a difference

Our Understanding

New marketing communication platformLiquid& Linked

Double the size business in 10 years

Integrate technology into their core creative teams

Move from one-way story telling to dynamic-story telling


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The Mobile Opportunity


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Blurring lines between mobile-social-local

Tremendous value from rapid mobile adoptionto engage customers and build brand loyalty

Major gap in brand advertising vs. mobile usage

Biggest opportunity comes from collaborationwith other major brands

2012 Macro Observations


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The Mobile MovementAlways On, Always With Us, Always

Connected, Always Happy63% Use Mobile Phones to

Access a Social Network

79% Use Mobile Phones to

Help with Shopping

48% Use Mobile Phones to

Get Promotions

90% Take Action Ba

SmartPhone Search

Source: Google Mobile Planet Research, ScanLife

13 million QR code views in Q1 2012- up 157% YOY


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Mobile Expansion

Source: Gartner Report Forecasts: MP, Worldwide, 2009-2016.Pew Research Center

Enormous Upside Potential

Mobile Improves Lives

Millions

Billions($)


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The Question is Not Why,But Rather

How to Get Involved?


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The Mobile Opportunity for Coke

Challenges


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Opportunities

Market

Share

ConsumerEngagement

Challenges

Creativity

Struggling

Soft-Drink

Industry

Negative

Campaign

Reaching

TargetDemograph

First Screen

Mobile Pay

Make Mobile the First

Screen with the Consumer

Mobile is the Lowest

Common Denominator

that Simultaneously

Offers Consumer

Engagement

Be the First CSD

Brand to Capitalize

on this New Trend

Gain Market Share through User

Engagement and Increase Brand Loyalty

Find Creative Ways to

Utilize Mobile to Eng

with Consumers

7 years of Declining

in Soft-Drink Indust


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Value Proposition


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Through a collaboration with LevelUp, Coca-Co

will gain a strong partner in the mobile paymeindustry that has the knowledge, credibility an

access to help continue to build and activate

mobile to offer high engagement in the most

relevant and compelling ways.

Value Proposition


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Exclusive relationship for 2 years

Exclusive reach by using LevelUps Bar Code display network Proprietary access to LevelUp

QR code scanning offers content that makes it easy and enjoyable for con

get closer with a brand

Drive consumption of Coca-Cola products

Next generation analytics to synthesize data to actionable insight

Bring value to your loyal customers A partner that pays

Exclusive relationship for 2 years

Exclusive reach by using LevelUps Bar Code display network Proprietary access to LevelUp

QR code scanning offers content that makes it easy and enjoyable for con

get closer with a brand

Drive consumption of Coca-Cola products

Next generation analytics to synthesize data to actionable insight

Bring value to your loyal customers

A Value Added Partner


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Jump-Starting with Brand Affiliation


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Supermarkets,

29%

Fountain

Outlets, 23%Vending

Machines, 13%

Mass

Merchandisers,

17%

Gas Station &

Convenience

Stores, 11%

Other, 8%

Source: Harvard Business Review - 2009

Retail

Distribution

Proven Formula

70%Other

30%

Testing New Ide

$870 Million Alloc

Distribution and Advertising Spends

$2.9 Billion Advertis


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Leverage Coke to Create Integrated Multi-Channel Part

Partner with NFL, #1 Global QSR Brand, and the World Leader in D


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Integrated Campaign

CampaignCoke brings Happiness to NFL fans with Cokes

Pay Quickly Campaign

CampaignCoke teams up with Subway & NFL Play 60 tocreate Health & Happiness campaign

LevelUp Provides Valuable Market Analy

CampaignCoke & Dominos presMonday Night Extrava

ObjectiveIncrease Coke Sales b

NFL Monday night foo

Register over 8 million

Coke promotions.

Build list of email/mo

interaction with consu

Increase brand loyalty

activating 10.7 million

fans while enjoying Am

To engage NFL and fan

with Coke & increase

ObjectiveAmplify the work of great organizations working

to keep healthy living for kids in the minds and

hands of communities throughout the country.

Inspire brand loyalty and support learning &

childrens health nationwide.

Increase Coke sales by 50% during the 29 week

Health & Happiness campaign.

To engage ~750,000 consumers & increase

brand trust.

ObjectiveTarget 23 of 32 NFL Stadiums where Coke has

pouring rights to reach 1.57 million season ticket

holders and game attendees.

Activate 75% of game attendees with smart

phones to use mobile pay over 20 week NFL

season (includes pre and regular season).

Increase Coke fountain sales by 1.5 million over

the 20 week NFL season (includes pre and

regular season).

To engage NFL fans to interact with Coke,

increase brand loyalty and Facebook fans by

nearly 450,000.


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Milestones

Integrated Campaign Milestones


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Collaborate with Dominos, NFL and

Subway executive team to prepare cross

promotions

Develop the campaign collaterals QR

stickers, signage, scan me t-shirts, bottle

labels, special fountain cups, micro-site

Equip Dominos, Subway & NFL concession

stands with LevelUp docking stations and

train staff

Plan which concession stands in NFLstadiums accept mobile payments

Plan promotion announcements during

NFL game

Assemble NFL street teams

Integrated Campaign Milestones ACTIVATE ~ 120,000 NFL game attendees

during pre-season and ~ 300,000 by end of

the regular 4th home game season

INCREASE NFL Stadium Coke sales by ~60k in

pre-season and ~ 400k by end of 4th home

game

INCREASE Dominos Coke sales by ~ 50k in pre-

season, ~80k by week 4, ~60k by week 8 in the

weeks following Monday night game

INCREASE Subway Coke sales by ~250k in 4

months.

ACTIVATE ~ 1 million NFL fans nationwide by

end of game 4, ~1.7 million by end of game 8

ENGAGE ~ 300k NFL and FF fans in pre-

season, ~800k by end of week 4 & ~1.2 million

by end of game 8 in Scan to Win campaign

ENGAGE ~250kcustomers through the Health& Happiness Campaign

ACTIVATE ~ 900,000

during the NFL footb

INCREASE NFL Stadiu

million during the NF

INCREASE Dominos C

Monday night footba

INCREASE Subway Co

week campaign

ACTIVATE ~ 10.7 mil

~3.2 million NFL fans

million by end of gam

ENGAGE ~ 8 million

during season, ~2.4 m& ~3.2 million by end

Win campaign

ENGAGE -~750k cust

& Happiness Campaig
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Risk Assessments


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User Adoption

Motivating consumers to use mobilepayments versus traditional means

Smart Phone Usage

Billions of consumers cannot download

smart phone apps

Technology Risk

NFC requires change consumer behavior &collaboration stakeholders (e.g. Banks,Merchants, Card Networks, MobileCarriers)

Local Market Providers

Retailers (e.g. Wal-Mart, Target, BK)Develop Proprietary Systems

Fragmentation leads to slower useracceptance and adoption

Global Brands (e.g. Visa, MasterCard, ApplePassbook)

High brand recognition & existingmerchant relationships

User Adoption: Focus on ConsumerBehavior

Mobile Payments MUST:

- Add value for both merchant and consumerover other payment methods

- Easier, cheaper, and safer

- Commonly accepted

Smart Phone Usage

Conversion opportunity from mobile tosmart phone has huge upside

Technology Risk

NFC Challenges lack of supportinginfrastructure & unified stands and a

complex ecosystem of stakeholdersFirst mover advantage and scale

Move From Closed Proprietary Systems toOpen Collaboration

Collaborate with brand partners to achievescale and accelerate user adoption

Add value for both merchant andconsumer over other payment methods

Risks

O

vercome


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Works

Collaboration

Rewarding &Building Brand

Loyalty

ContinuallyRewardingCustomers

ConsumerEngagement

Scan Codes /Bar Codes

Fails

FragmentedServices /Solutions

PaymentSystem without

Rewards

One and DoneDeals

Closed BadgedSystems /

Virtual Currency


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Thank You

Timothy McNamara

Business Development/Marketing Executive


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Back up


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PromotionCokes Pay Quickly Campaign

Coke connects NFL fans at participating stadiums. Fans can now pay for concessions with their mobile phones via Le

money so they can enjoy watching the game and win a chance weekly to watch the game in a luxury suite with 5 of thExecution

Participating NFL StadiumsNFL concession stands and restaurant venues located inside the stadium are equipped

stations to accept mobile payments from fans. Concession stands may also use Merchant Warehouse POS.

LevelUp Sign up and pay with LevelUp - enjoy immediate savings and unlock additional loyalty rewards for great s

beverages they love. Counter signage and stadium video boards periodically announce promotion to encourage non

pay with LevelUp.

Pre-Game Tail-Gates LevelUp street teams walk through the tailgating section wearing t-shirts with a giant QR cod

sign up new-users for purchases.

Spread the Coke CheerFans enter a text code promoted through stadiums audio and video boards encouraging f

receive a special link where they can download the LevelUp app and receive special savings off their favorite food o

save $3 off while current users will receive $1. Fans who purchase a Coke and pay with LevelUp will be eligible to wawith 5 of their friends.

Fountain CupsA large QR code is prominently placed on the fountain cup. User is instructed to scan the QR code w

landing page which prompts the user to take further action1) Like Cokes Facebook account, 2) Upload a picture

Coke on Twitter, 4) Download LevelUp app and capture future special offers and 5) Social Share button Share cam

Facebook and Twitter. When your friend signs up for LevelUp, you receive an additional $1 of LevelUp credit. Users w

scan QR code on Coke cups at participating NFL stadiums where concessions are sold will be entered to win valuable

Advertising Promote initiative with signage at all participating NFL stadiums where concessions are sold. Email: P

LevelUp receipts & auto-responder campaigns. User clicks on CTA & is directed to microsite, thelevelup.com/coke to

campaigns. Outdoor: Coke/LevelUp partnership promoted using outdoor advertising in LevelUp locations. User scancredit used for Coke and other urchases an where LevelU is acce ted.

Execution Plan

Execution Plan


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Execution Plan

Execution

Participating Subway StoresSubway counter-tops are equipped with LevelUp docking stations to accept mobilcustomers. Subway stores may also use Merchant Warehouse POS.

LevelUp Sign up and pay with LevelUp - enjoy immediate savings and unlock additional loyalty rewards for futu

signage encourages non-users to download and pay with LevelUp.

Join the MovementCustomer is empowered to Make a Difference in helping make kids lives healthier by sca

fountain drink cups and like Cokes Facebook account. For every like on Facebook, Coke will donate $1 (up to

campaign to tackle obesity. Like Coke on Facebook and upload a picture of a child enjoying a Coke to Twitter o

#CokeHealthHappiness, Coke will donate $2 dollars (up to an additional $500k) to the campaign.

Fountain CupsA large QR code is prominently placed on the fountain cup. User is instructed to scan the QR cod

landing page which prompts the user to take further action1) Like Cokes Facebook account well donate $1

upload picture, well donate $2, 3) Follow Coke on Twitter, 4) Download LevelUp app and capture future specia

button Share campaign with friends on Facebook and Twitter. When your friend signs up for LevelUp, you recei

LevelUp credit. Users who scan QR code at participating Subway locations will also receive instant LevelUp rewar

Advertising Promote initiative with in-store signage at all participating store locations. Email: Place Coke bann

auto-responder campaigns. User clicks on CTA & is directed to microsite, thelevelup.com/coke to learn about the

Coke/LevelUp partnership promoted using outdoor advertising in LevelUp locations. User scans ad and receives i

and other purchases anywhere LevelUp is accepted.

PromotionHealth & Happiness Campaign You Make a Difference

Help make kids lives healthier. Every time you purchase a fountain drink at any participating Subway location u

when they pay for their purchase using LevelUp. Like Coke on Facebook by scanning your soft-drink or upload a

Coke, and Coke & Subway will donate up to $1 million dollars to NFL Play 60 to help tackle child obesity.


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PromotionNFL & Fantasy Football Monday Night Extravaganza

Register favorite NFL team on Cokes microsite and for every touchdown scored on Monday night, consumer gets $1

Dominos order when paying with LevelUp. If the registered fans favorite team wins the Super Bowl, they get a free o

2 liter bottle of Coke) at participating Dominos locations.*

Fantasy Football Fans - Share your fantasy teams results on Cokes microsite and Coke will award weekly prizes to towinner will win an all-access VIP package for six friends to Super Bowl XVVII (47) in New Orleans including transporta

in The Ritz Carlton Suite, Tickets to a Coke VIP pre-party and a chance to meet the players.Execution

Participating Dominos Stores Driver is equipped with iPhone/Android to accept payment from customer or store

top docking station.

Scan & Peel Codes - Large co-branded codes are placed on Dominos pizza boxes to promote the Monday Night Foo

LevelUp Sign up and pay with LevelUp - enjoy immediate savings and unlock additional loyalty rewards for future

encourages non-users to download and participate.

Scan to Win User scans QR codes on pizza boxes and is directed to register on a Coke microsite to unveil additionFree Coke, trip to Super Bowl for 6). User completes mobile form to register data and team information.

Move from UTC to OTBCoke bottles sold at participating Dominos locations have a QR code where user scans bo

LevelUp credit (e.g. 25c per bottle) to use at Dominos. More coke purchases lead to increased LevelUp loyalty rewa

Share Fantasy Team Results Fantasy fans opt to share their team results with Coke on microsite. Coke tracks top

weekly. Best teams are revealed online. Coke awards weekly prizes based on results. All registered users are eligible

Advertising Campaign promotion - email and outdoor. Email: Place Coke banner ad on LevelUp receipts & auto-re

clicks on CTA & is directed to microsite, thelevelup.com/coke to learn about the campaign and participate. Outdoor

promoted using outdoor advertising in LevelUp locations. User scans ad and receives instant credit used for Coke an

anywhere LevelUp is accepted.* Insurance

Execution Plan


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Technology for Scan to Win Campaign - Complete Mobile form for a chance to win a trip to the Super Bowl, Ame

Gift cards and other valuable prizes.

Mobile UI Interface Form includes -

First name Last nameAddress City

State Zip code

Email Cell Phone

Gender Market (e.g. location city)

Date of Birth (Get a free Coke on your birthday)

Weekly Special Offers Text Message opt-in - Yes, I want to receive mobile messages from Coke about other specials

Submit

Once user submits form dataDirected to Landing Page Landing page allows user to take further actions

1) Like Cokes Facebook account

2) Follow Coke on Twitter

3) Download LevelUp app and capture future special offers

4) Social Share button Share Campaign with friends on Facebook and Twitter. When your friend signs up for LevelUp, you

credit.

Execution Plan

Exclusive Coke

LevelUp Campaigns


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Exclusive Coke LevelUp Campaigns

Coke LevelUp Campaign - Sign Up for LevelUp and get coke credits you can use where coke is s

LevelUp is accepted.

Coke LevelUp Send a Coke to a Friend Campaign When user sign up for LevelUp, the user gewith an e-gift card to Send a Coke to a Friend. User sends an e-gift to their friends Facebook w

user scans the QR gift code and gets an immediate credit to use at LevelUp merchants when the

Coke LevelUp Consumer Engagement CampaignCoke issue rewards via Twitter to its fan ba

special scan code credits and Coke awards at participating LevelUp locations. Tweets contain sp

which can be revealed when the user visits a Coke microsite, which allows the user to directly in

the brand. Site displays a Smartphone that looks like a Coke and shows the LevelUp brand scann

to reveal the reward live. Users can opt to share their rewards via social media where a tweet cathanking Coke for a great reward with LevelUp.

coke multi-channel mobile marketing strategy

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