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BUILDING ICONIC BRANDS LED BY DIGITALAlison Lewis                                        1
CONSUMER ENGAGEMENT 1980’s     1990’s    2000’s   2010’s                                        2
CONSUMERS ARE INCREASINGLY NETWORKED THROUGH THEIR DIGITAL DEVICES                                                        ...
AN EVOLVED CONSUMER ENGAGEMENT MODEL                                                   TV | Outdoor | Radio | Print | Mobi...
LIQUID &LINKEDLANDSCAPE                         innovate PAID                       activateOWNED                     inte...
6
SECOND SCREEN                7
VIDEO:Super Bowl - Polar Bears Commercials        1. Superstition :30            2. Catch :60            3. Arghh :30     ...
CONSUMER ENGAGEMENT MODEL              Earned              Earned    Paid                        Paid              Shared ...
VIDEO:Super Bowl Integrated Second Screen Activation                     1:52                                             ...
INTEGRATED CAMPAIGN RESULTS           Largest SB Broadcast ever @ 111.3MM viewers           Highest HH Ratings for Coca-Co...
PLACEMENT OF   MOVEMENT OF  MESSAGES       STORIES    Message                             12
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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)

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

  1. 1. BUILDING ICONIC BRANDS LED BY DIGITALAlison Lewis 1
  2. 2. CONSUMER ENGAGEMENT 1980’s 1990’s 2000’s 2010’s 2
  3. 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. 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. 5. LIQUID &LINKEDLANDSCAPE innovate PAID activateOWNED integrateSHARED engageEARNED storytellingCONTENT 5
  6. 6. 6
  7. 7. SECOND SCREEN 7
  8. 8. VIDEO:Super Bowl - Polar Bears Commercials 1. Superstition :30 2. Catch :60 3. Arghh :30 8
  9. 9. CONSUMER ENGAGEMENT MODEL Earned Earned Paid Paid Shared Shared Owned Owned 9
  10. 10. VIDEO:Super Bowl Integrated Second Screen Activation 1:52 10
  11. 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. 12. PLACEMENT OF MOVEMENT OF MESSAGES STORIES Message 12
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