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Matthew Nixon, Coca Cola Amatil
 

Matthew Nixon, Coca Cola Amatil

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iStrategy Conference 2011: Matthew Nixon, Digital & Direct Marketing, Coca Cola Amatil - Keynote Session-Panel Discussion (Day One)

iStrategy Conference 2011: Matthew Nixon, Digital & Direct Marketing, Coca Cola Amatil - Keynote Session-Panel Discussion (Day One)

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    Matthew Nixon, Coca Cola Amatil Matthew Nixon, Coca Cola Amatil Presentation Transcript

    • Coca-Cola Amatil Digital MarketingiStrategy - Melbourne, 2011
    • Outline
      • Introduction to Coca-Cola Amatil
      • Case Studies
      • Key Areas of Focus for Digital
      • Key Trends/Challenges
    • Coca-Cola Amatil
      • One of the world’s largest bottlers of non-alcoholic ready-to-drink beverages
      • Pacific Beverages is a 50/50 joint venture with SABMiller, one of the world’s largest brewers
      • Operate in 5 countries with + 15,000 employees
      •  CCA bottles and distributes a number of world-leading brands under license from
      The Coca-Cola Company
      • Owned beverage brands include:
      Mount Franklin, Grinders Coffee, Deep Spring and Kirks
    • Location Based Marketing (LBM)/Mobile
    • LBM Case Study #1 – The Coke Machine Fairy
      Q: What was the Coke Machine Fairy?
      A: Mobile, social media promotion that turns getting a drink from a Coke vending machine, into a game.
    • Integrated Digital Campaign
    • The Results – Social Media
      • CTR from Facebook ads: 0.115%
      • CTR from Mobile ads 1.09%
      • Mentions in social media: 1,526
      • Estimated reach via Twitter: 800,000 to 900,000
    • The Results – Social Media
    • The Results – Social Media
    • Mobile Case Study #2 – Sales Lead Generation
    • Driving Efficiency for Our Customers
    • Efficiency Case Study #1 – MyCCA Customer Ordering Portal
      • May 2009, launch, offering online ordering & payments
      • 2010 - 85,000 orders online from National and Key Customers
      • June 2011, iPhone and iPad launch
      • Approximately 3k customers use MyCCA as their primary ordering method
    • Cashless Vending and Design Innovation
    • Cashless Case Study #1 - Vending
      • Digital vehicle to leverage the growth in cashless payments
      • Developed as a key point of differentiation and reduce barriers
      • Provides a platform for continued digital innovation within the vending space
    • Design Innovation Case Study #2 – Neverfail Art Coolers
      • Designed to change the perception and create a point of differentiation vs. competitors
      • Custom solution for organisations to “brand their own”
      • Expand in collaboration with artists, leveraging social media
    • Key Areas of Focus for Digital
      Analytics/Digital Production Efficiency
      Vending Innovation
      Mobile Payment & Applications
      Contextual Relevance in Marketing Communications
      Distribution Channel Expansion/Testing
    • Key Trends/Challenges – 2-3 Years
      • Social/F-commerce to evolve
      • Buying behaviours are changing:
      • New challenge: online driving to offline channels – “click & pick”
      • Mobile commerce & information overlay
      • Multi-channel approach to all projects
      • Brands to play a greater role in content
      • Cost per acquisition vs. lead model
      • Collaboration with customers, consumers, partners and suppliers to drive innovation
      • Continue to look within and outside your industry for opportunities, best practice and inspiration!
    • Thank You!
      Matthew.Nixon@ccamatil.com