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A Conversation with Alison Lewis, SVP Marketing for North America, The Coca-Cola Company
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A Conversation with Alison Lewis, SVP Marketing for North America, The Coca-Cola Company

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CM Summit (May 15, 2012)

CM Summit (May 15, 2012)


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  • 1. BUILDING ICONIC BRANDS LED BY DIGITALAlison Lewis 1
  • 2. CONSUMER ENGAGEMENT 1980’s 1990’s 2000’s 2010’s 2
  • 3. CONSUMERS ARE INCREASINGLY NETWORKED THROUGH THEIR DIGITAL DEVICES 1.6B 1.5B Computers “on-line” Television Sets 5.8B Mobile PhonesSource: Morgan Stanley, Wireless Intelligence Report, Computer Industry Almanac 1.8B Smart Phones 3
  • 4. AN EVOLVED CONSUMER ENGAGEMENT MODEL TV | Outdoor | Radio | Print | Mobile Brand PR – Print, TV, Radio, Blogs Equipment | Websites | Packages | Distribution Fleet Social Media | In-store 4
  • 5. LIQUID &LINKEDLANDSCAPE innovate PAID activateOWNED integrateSHARED engageEARNED storytellingCONTENT 5
  • 6. 6
  • 7. SECOND SCREEN 7
  • 8. VIDEO:Super Bowl - Polar Bears Commercials 1. Superstition :30 2. Catch :60 3. Arghh :30 8
  • 9. CONSUMER ENGAGEMENT MODEL Earned Earned Paid Paid Shared Shared Owned Owned 9
  • 10. VIDEO:Super Bowl Integrated Second Screen Activation 1:52 10
  • 11. INTEGRATED CAMPAIGN RESULTS Largest SB Broadcast ever @ 111.3MM viewers Highest HH Ratings for Coca-Cola SB Broadcast Ads – 117MM 2.1MM unique NBC live stream viewers CokePolarBowl live stream 9MM views…averaging 28 mins Largest Social TV event of all time @12.2MM comments within broadcast window 70 MM Pre-Game Impressions 1 Billion Impressions for Coca-Cola 61,783 Online Game Day Conversations +2,069% vs PY Highest recorded tweets/sec @ 12,233 at end of the game 11
  • 12. PLACEMENT OF MOVEMENT OF MESSAGES STORIES Message 12