ignition | coca-cola year in review

Annual Report Experiential Marketing

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Table of Contents

Introduction

Warehouse Management

Fleet Management

Event Activations

User Group Results

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02

03

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Introduction01

2015 was a great year for the ignition and KO partnership!

To kickstart the first quarter, we launched the frenemies campaign that leveraged the first real time commercial that aired just before tip off for the NCAA Final Four. Programs really kicked into high gear with Thirst of the Boroughs where music and fashion captured the true essence of our Sprite consumers.

One of our largest campaigns brought Coca-Cola and Coke Zero to life through the Coke Teens tour and launching new vision through the taste and sight from the contour bottle. Additionally we tapped into the mini-can distribution in a big way with Wingstop & Share A Coke at festivals, races, and charity events alike. NYC Food & Wine also brought new ways to Share a Coke with tasting, cooking, and photos!

Our work with Coca-Cola OVER the summer included a tasteful tour with Mr. T and Fuze! Just A Kid amped up with consumers at every point of sweat opportunity starting with the NCAA basketball and College Football Hall of Fame. Coca-Cola Gaming took on a new look for League of Legends and EA/FIFA which also starred our Walmart retailer! As 2015 came to a close, Coke Caravan ended the year on a high note including sampling on the tour for the first time ever!

Across many of these platforms we drove social interaction and created amazing conversations with each brand. Whether we are speaking @Grandbaby_Cakes at the Wine and Food Festival or Super Bowl champion @vernondavis85 it was apparent we spoke to thousands upon thousands of consumers in 2015.

The success in the field could not have been done without the logistics support of the warehouse and fleet team. Their ongoing support of not just ignition programs but a variety of programs by multiple agencies allowed for further success. We concluded the year by finalizing the transition of warehouse’s into five key hubs as well as consolidating the fleet by 11 vehicles.

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IGN managed warehouse

KO/IGN managed warehouses

Managed day to day operations of Coca-Cola EM regional warehouses

• Moved assets to new locations

• Recycled old/out dated materials

• Recycled expired product

• Completed a full inventory, including photos, descriptions, quantity, value, dimensions, condition, expiration dates, etc.

• NY Warehouse: security alarm system, new dock door, cameras, heating system, deep clean

• Implemented an online inventory tracking system

• Purchased proper tools and supplies to ensure a more efficient and organized warehouse

MARKETS:

New Markets: ATL, DFW, LAX, MIA, NYC

RESULTS:

• Consolidated 12 warehouses to 5 main hubs

• Hired warehouse managers for all locations excluding Miami

• Streamlined inventories, developed new processes and procedures to track inventory and day to day warehouse requests

• Created a warehouse request form and implemented to be used by Coca-Cola and agency partners

Warehouse Management02

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Fleet Locations

Managed day to day operations of thirty vehicles across twelve markets

• Evaluated the condition of each vehicle for future use

• Gathered data on each data—make, model, year, VIN number, license plate number, registration, mileage, photos, maintenance history

• Vehicles were regularly serviced vehicle fleet throughout the year

• Recommended which vehicles should be kept in service and which vehicles should be disposed

• Purchased (5) 2016 Ford Transit vans to support each market (scheduled delivery for February 2016)

MARKETS:

• New Markets: ATL, DFW, LAX, MIA, NYC

RESULTS:

• Reduced total fleet numbers based on usage and maintenance disposing of 11 vehicles

• New domiciles for all fleet vehicles at 5 warehouses

Los Angeles (LAX)

(3) Sprinters, (1) Ford Transit and (1) Cargo Van

Fleet Management03

Dallas (DFW)

(4) Sprinters, (1) Ford Transit and (1) Cargo Trailer

Atlanta (ATL)

(4) Sprinters, (1) Ford Transit

and (1) Prize Bottle Trailer

New York City (NYC)

(3) Sprinters, (1) Ford Transit

and (1) Cargo Van

Miami (MIA)

(1) Sprinter and

(1) Ford Transit

Event Activations

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04

28M+tv spot viewers

500Kfan

participations

37games with

live fan capture

68ncaa basketball

teams represented

Event Activiations

COCA-COLA

FRENEMIESDuring the 2015 NCAA tournament, Coke Zero brought the Frenemies campaign to life by blurring the line between enemy and friend.

Before each game, we challenged unsuspecting fans from opposing teams to trade gear, share a few laughs and come together in an unforgettable moment. There was initial resistance, but once wigs, foam fingers, colorful flags and our famous ‘Get-Along’ Frenemy Jersey were offered up—even the most diehard fans embraced their rivals. Hundreds of unlikely bonds were formed. These newfound frenemies were surprised with upgraded tickets, prizes, and of course, an opportunity to be in our TV spot.

On the ground film crews captured the entire experience, stitching together a nationwide story of friendship in the face of competition. The result, one TV spot that aired just before tipoff of the Championship Game to millions of viewers!

MARKET(S)Multiple markets (16)

TIMINGFebruary – March

CLICK TO SEE VIDEO

https://vimeo.com/158348811

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04

41,516total

impressions

37,516social

impressions

3,453total

premiums

2,880Sprite

mini cans

Event Activiations

SPRITE

SPRITE THIRST OF THE BOROUGHSSprite hosted the Thirst of the Boroughs contest, through which consumers could vote on the NYC borough they believe best obeys its thirst. The contest featured representatives of fashion and music from each borough sharing their stories of thirst and inspiring others to vote for the best borough. To reward the winning borough, the Sprite van was on-site Sunday, February 15. Inside the activation, consumers created their own beat, sampled Sprite and enjoyed an assortment of Knicks Gear and other premiums.

MARKET(S)New York, NY (Staten Island)

TIMINGFebruary 15, 2015 (12:30PM–3:30PM)

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04 Event Activiations

COCA-COLA

WINGSTOP/SHARE-A-COKEThe Coca-Cola Company partnered with Wingstop to sample “Wingstop branded” 7.5 oz. cans to attendees at the multiple location throughout ten Wingstop preferred markets. There were a variety of event types from festivals, “taste of’s”, races, and charity’s. All consumers were encouraged to “Share a Coke” with Wingstop!

MARKET(S)• New York• Atlanta• Dallas• Chicago • St. Louis• Denver• Vegas• Oakland• Los Angeles• San Antoinio

TIMINGJune – September

10

NYC1,450

Brooklyn2,000

Atlanta4,084

Dallas3,500

Denver2,682

Las Vegas2,040

San Francisco

2,760

San Antonio

1,000

LosAngeles

3,000

Chicago9,876

St. Louis1,196


COCA-COLA

WINGSTOP/SHARE-A-COKETOUR TOTALS: MINI CANS DISTRIBUTED PER MARKET

11

520K+total

impressions

33K+total

premiums

328,243total

samples

FUZE

EXPERIENTIAL TOURSWe developed a thoughtful experiential program that generated brand excitement while putting product in the hands of the multicultural millennial target. Aggressive sampling goals were reached and we were able to activate at various events and venues to support CCR and CCNNE in the Northeast, as well as CCR, Consolidated, United and Central Florida in the Southeast. We amplified the brand’s core creative with a unique interactive phone experience and bold premiums to create memorable and engaging moments with consumers.

MARKET(S)• Northeast: Philadelphia, Boston, New York City, Upstate New York,

Northern New England & Mid-Atlantic• Southeast: Columbia, Birmingham, Baton Rouge, Atlanta, Orlando,

Tampa & Charlotte

TIMINGJune – October

04 Event Activiations CLICK TO SEE VIDEO


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FUZE

SOCIAL MEDIA BUZZ


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04

6,108total

premiums

8,881total

samples

6,696bottle

samples

2,185wet

samples

Event Activiations

POWERADE

JUST A KID ALIANZA RETAIL & COMMUNITYWe created a platform to connect with teens at the point of sweat through mentor-inspired workouts that came to life with an enthusiastic team. The day was less about scores or measurables and more about hard work, inspiration, belief and hydration while athletes awaited their custom t-shirts. Our basketball, football and soccer themed workouts utilized Coca-Cola’s partnership with the Boys & Girls Clubs of America as the primary vehicle for activating mentor-inspired workouts.

We also created retail activations to push incremental volume for the brand and create a buzz about the campaign in key markets, which included outdoor presence, sampling, a social call to action, distribution of JAK shirts, premiums and often dynamic in-store display from retail partners.

MARKET(S)Phoenix, Dallas, Houston, Los Angeles & Miami

TIMINGApril – September

CLICK TO SEE VIDEO


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04

23K+total

premiums

17K+total

samples

6,000bottle

samples

11,000wet

samples

Event Activiations

POWERADE

JUST A KID INCREMENTAL ACTIVATIONSignition was a trusted partner to provide significant presence and impact at some of the most influential events of the year for the brand. We often leveraged existing assets, relationships and Coca-Cola sponsorships to enhance events that were crucial for POWERADE and/or key stakeholders. JAK shirts and activations were a red hot topic of conversation for consumers and influencers at events such as JamFest, Final Four, NATA, College Football Hall of Fame, and other point of sweat activations surrounding basketball, football, soccer, lacrosse, etc.

MARKET(S)Chicago, Indianapolis, Atlanta, New York, St. Louis, etc.

TIMINGMarch – December

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POWERADE JAK

SOCIAL MEDIA BUZZATHLETES/CONSUMERS


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COCA-COLA

COKE TEENSCoke Teens was developed to be a disruptive, strategically sound experiential sampling program that is culturally relevant to today’s Teens and is firmly rooted in the product intrinsics (i.e. taste, refreshment, ice cold) and drives re-appraisal of Coca-Cola to Teens who have never been drinkers.

We developed the Coke Tasting lounge which allowed teens from all over the country to come relax, refresh, reflect, and recharge with an ice cold Coca-Cola at various types of events including music festivals, sporting events, anime conventions, food festivals and more.

The footprint acted as a lounge—creating an environment teens craved to be in. Brand ambassadors encouraged teens to interact with the walls and the footprint allowed teens to take a break, cool off and hang out during the summer months.

As a result, the Coke Lounge fostered a safe place for teens to come with their friends where they could hangout and make lasting memories with a Coca-Cola in hand.

MARKET(S)New York, Philadelphia, Washington DC, Charlotte, Miami, Cleveland, Detroit, Chicago, Milwaukee, Dallas, Houston, San Antonio, Denver, Phoenix, Los Angeles, Riverside, Las Vegas & Denver

TIMINGMarch – September

297,107northregion

443,049south region

237,727midwest region

324,478west

region

133,234spring break

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COCA-COLA

COKE TEENS – ELEMENTSEMOJI WALL• One of the most popular backdrops within the space was our photo opp featuring

magnetic/velcro walls and different emojis for personalized shareable photos• How it worked:

• Guests would step up to the wall and arrange the emojis in a symbolic way and asked the BA to snap a photo

• The BA would drive the experience with his/her creative inspiration and encouraged them to use the hashtag #CokeLounge

TONGUE WALL• This was a wall featuring a 3D tongue structure that (with the help of brand

ambassadors) distributed the contour Coca-Cola bottle for teens to enjoy!• How it worked:

• Emoji signage directed guests in the direction of the 3D tongue wall• A brand ambassador was stationed behind the wall distributing Coca-Cola’s down

the tongue structure• The Coca-Cola contour bottle then slid down the giant tongue for guests to enjoy

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COCA-COLA

COKE TEENS – ELEMENTSINSIDE THE BOTTLE WALL• This experience element was a wall of kaleidoscopes made out of actual Coca-Cola

contour bottles.• How it worked:

• Contour glass bottles were made into individual kaleidoscopes and built into one of the walls

• Emoji signage directed users to look through the bottles and to consumer’s surprise different images came to life

• The imagery featured liquid as the main focal point mixed with other teen culture elements like cats, sloths, emojis, etc

• BA’s encouraged consumers to hold their camera lens up to the contour bottle kaleidoscopes to capture the imagery inside and share online!

CHEERS WALL• An artistic wall of contour bottles on top of a color-changing LED lights that

encouraged continuous, physical and social interaction. • How it worked:

• Emoji signage invited consumers to toast as many bottles as they could while the screen acted as a mood detector — changing colors according to the number of toasts

• A Brand Ambassador was responsible for encouraging participation and getting the crowd excited to see the wall light up

• As more people rose their Coke for a toast the DJ would change the color of the wall using a tablet and turn up the music for everyone to rock out to

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COCA-COLA

COKE TEENS SOCIAL• At every Coke Lounge experience teens were encouraged to

post a photo to Instagram, Twitter or Facebook• #CokeLounge received 10,894 likes, 844 mentions and

598,860 reach


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04

1M+social impressions

#CocaColaNYC

22.5K+cold Coca-Cola

samples

3.7K+iconic NY

Coca-Cola samples

6.5K+Coke Life samples

Event Activiations

COCA-COLA AND COKE LIFE

COCA-COLA NYC FOOD & WINE FESTIVALWe were asked to create activations on behalf of Coca-Cola’s sponsorship of the 2015 Food Network and Cooking Channel New York City Wine and Food Festival to ensure brand visibility and allow for sample distribution for both Coca-Cola and Coke Life. We created large activation footprints within the main Grand Tasting event, one customer activation footprint as well as two footprints designed for the special evening events hosted by Food Network chefs. We provided a special hashtag (#CocaColaNYC) to encourage social sharing along with some photo-worthy experiences, including a specialty cocktail bar, impressive mixology demonstrations, a postcard photo opportunity and of course, plenty of Coca-Cola sampling.

MARKET(S)New York City

TIMING• Thursday Oct 15 Italian Night 6:30PM–10:00PM• Friday Oct 16 Burger Bash 6:30PM–10:00PM• Saturday Oct 17 Grand Tasting 12:00PM–6:00PM• Sunday Oct 18 Meatopia 2PM–7PM

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COCA-COLA

NEW YORK CITY WINE & FOOD FESTIVAL SOCIAL BUZZ


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04

98,813total

impressions

570total

premiums

10concert tickets

76,010customized

samples

Event Activiations

DIET COKE

TAYLOR SWIFT ACTIVATIONSDuring the last portion of the Taylor Swift North American Tour DKO held a “Taylor Swift Week” including activations at the AOC, a concert Suite at the Georgia Dome and Exit Sampling of customized Taylor Swift DKO cans at the Atlanta and Tampa Concerts. The AOC event sampled the customized the Taylor Swift DKO cans, raffled off tickets to the Atlanta concert, gave away 1989 World Tour t-shirts and take pictures with the 1989 World Tour Bus and Taylor Swift Standees.

MARKET(S)Atlanta & Tampa

TIMINGOctober 22 – October 31

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COCA-COLA, DIET COKE, COKE LIFE & SPRITE

TASTE OF ATLANTACoca-Cola’s activation during the 14th annual Taste of Atlanta in Midtown was placed in a high-traffic area with consistent, heavy foot traffic throughout both days of the event. The addition of the Coca-Cola mocktail sample was a highlight of the experience, as well as the Coca-Cola lighted sign wall and unique photo booth experience. The event turnout exceeded expectations and guests were extremely engaged.

MARKET(S)Atlanta

TIMING• VIP event Friday Sept 25 7:30PM–10:30PM • Opening event day Saturday Sept 26 12:00PM–7:00PM• Final event day Sunday Sept 27 12:00PM–6:00PM

13,500Coca-Cola samples

2,000Coke Zero samples

1,056Diet Coke samples

528Coke Life samples

96Sprite

samples

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COCA-COLA

COCA-COLA GAMING 2015Provided strategy and event support for 2015 across a variety of programs. The primary events we activated included multiple League of Legends and EA FIFA 2016.

1,700premiums

4Msocial impressions

11,500event cups

30,990samples

10,700cheer boards

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Event Activiations04

COCA-COLA

LEAGUE OF LEGENDS CINEMA VIEWING PARTIES

North American Championship Midseason Invitational RIOT Stuidios Sampling

At Riot Games’ first live tournament in New York City, over 10,000 fans poured into the historic Madison Square Garden on both Saturday, August 22nd and Sunday, August 23rd to cheer on the teams competing in the League of Legends NA LCS Summer Finals and we were there to celebrate them.

More than 7,800 attendees at the League of Legends MidSeason Invitational experienced Coca-Cola’s 20x40 footprint where gamers showed their fandom by personalizing more than 3,800 cheer boards and tasting 13,790 samples of Coke over the 4 day tournament. An onsite social medial contest gained just over 1MM impressions from owned content and gave a few lucky fans the opportunity to hang with some of the players and shout casters between the games.

Coca-Cola’s summer sampling program partnered with Coke Esports to celebrate League of Legends fans at the live LCS Summer matches held at Riot Studios. Nearly 400 attendees lined up hours in advance to secure their seats in the arena.

11,500event cups

26,790samples

10,700cheer boards

40 locations

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COCA-COLA

EA/FIFA 16 AT DAVE & BUSTER’SCoca-Cola and EA SPORTS brought the FIFA 16 Ultimate Soccer Showdown to millennials, teens and their families at select Dave & Buster’s restaurants across the country. Nine unique, engaging experiences took place, averaging 34 players per tournament with a total of 305 players competing. Social engagement generated 4MM potential impressions on Twitter across the events.

34player

tournaments

305 total

players

$1,500incremental

sales

4MMsocial

impressions

21.Ktwitter posts

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COCA-COLA

EA/FIFA 16 AT WALMARTCoke Gaming and Walmart together leveraged the release of EA Sports FIFA ‘16 to drive sales and excitement at Walmart locations. The cobranded retail execution activated in nearly 450 stores across the country, however 16 locations in key markets hosted parking lot festivals celebrating fans. More than 1,700 premiums were distributed to participants, and consumers enjoyed over 4,200 Coca-Cola samples.

450stores

1,700premiums

4,200samples

Event Activiations04

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COCA-COLA

HOLIDAY CARAVANSince 1997 the Coca-Cola Holiday Caravan has become a celebrated tradition. The 2015 Holiday Caravan Program marked the 18th year the tour has rolled across the United States, spreading fun and holiday cheer to tens of thousands of Coca-Cola consumers. For many it’s the launching point to the holiday season, to others a destination and cherished family tradition eagerly anticipated throughout the year. Still others simply happen upon the festivities and view it as an unexpected but memorable Coca-Cola brand experience. The six trucks composing the Holiday Caravan have come to symbolize the spirit of the holiday season with unexpected joy and the celebration of giving, loving and sharing treasured experiences with one another. Each truck’s 25,000 sparkling lights add a twinkle to consumers’ eyes, but the Coca-Cola Holiday Caravan’s ability to provide a personal human connection and experience is what makes it truly special.

Coca-Cola customers value this tool as a way to offer something special to their consumers, which further enhances offerings and value to their business while gaining incremental display space and volume for brand Coca-Cola.

For the 2015 Holiday Caravan program, sampling activations were included for all markets. The 2-person team executed both glass and aluminum bottle samples at each event across all six tour routes. The teams also offered each consumer a custom Coca-Cola sweater koozie along with their ice cold sample. Teams followed the Holiday Caravan trucks in smaller rental vans and set-up adjacent to the traditional photo opportunity.

In addition to sampling, a sixth Caravan trailer was produced this year to join the overall tour for the final three weeks. Due to high demands from the bottlers, the sixth truck (Dasher) began production mid November and was completed in six weeks. The additional tour team was launched in the Northeast area December 9th running through December 23..

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COCA-COLA

HOLIDAY CARAVAN MARKETSNorthwest (2 weeks): Vixen

• Boise, ID – 1 week

West (3 weeks): Cupid

• Reno, NV – 1 week

• Sacramento, CA – 1 week

• Los Angeles, CA – 1 week

• San Diego, CA/ Anaheim, CA – 1 week

South (3 weeks): Vixen & Cupid

• San Antonio, TX – 1 week

• Houston, TX (area) – 1 week

• Shreveport, LA – 1 week

Midwest (2 weeks): Vixen

• Denver, CO – 2 weeks

Northeast (11 weeks): Dasher, Prancer & Comet

• Boston, MA (area) – 2 weeks

• Bedford, NH (area) – 2 weeks

• Syracuse, NY/Rochester, NY – 1 week

• New York City, NY/ New Jersey – 2 weeks

• Long Island, NY – 1 week

• Philadelphia, PA (area) – 1 week

• Scotrun, PA/Fitchburg, MA – 1 week

• Baltimore, MD – 1 week

Southeast (7 weeks): Rudolph & Prancer

• Richmond, VA (area) – 1 week

• Norfolk, VA (area) – 1 week

• Concord, NC/ Williamsburg, VA – 1 week

• Charlotte, NC – 1 week

• Greenville, SC – 1 week

• Jacksonville, FL – 1 week

• Tampa, FL – 1 weekTwo week activations

*2015 tour included production of sixth truck, which provided (three) additional weeks (28 total weeks available)

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COCA-COLA

HOLIDAY CARAVAN RESULTS

Also distributed were (12,630) Letters to Santa and (13,545) Santa Postcards!

By Team

Results Totals

Total Impressions 2,455,277

Event Impressions 842,198

Mileage Impressions 1,613,079

Total Event Attendance 408,933

Total Events Activated 240

Total Cities Visited 149

Total Tour Weeks 28

Total Event Days 136

Clickit Photos (Taken) 39,245

Avg. Photos Per Event Day 289

TruckEvents

ActivatedCities

Visited Sample Koozie

Cupid 33 15 16,204 11,000

Vixen 50 29 26,939 11,000

Prancer 39 18 15,420 11,000

Comet 44 31 21,430 11,000

Rudolph 46 32 28,056 11,000

Dasher 28 24 13,179 5,000


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User Group Results05

103,291Total

Samples

35,841Total

Samples

328,243 Total

Samples

6,808Total

Samples

3,366Total

Samples

2,783 Total

Samples

TOTAL 2,588,679

2,000Total

Samples

Mexican

1,884,068Total

Samples

46,287Total

Samples

11,672Total

Samples

91,515Total

Samples

37,076Total

Samples

1,344Total

Samples

825Total

Samples

560Total

Samples

Thank youAndy WilliamsGroup Director o: 678-539-6922

c: 404-840-9177

[email protected]

Abby CainAccount Director o: 678-539-6838

c: 678-237-5937

[email protected]