Digital Marketing Campaign Strategy for Coke Zero - Coca Cola:

1. Coke Zero: The Revolution Within!
Amit Chaturvedi
15th February, 2013

2. Coca - Cola
● A brand people have loved for more than 125 years.
● To refresh the world; in mind, body and spirit.
● Always a happy approach and full of emotions.
● Inspire moments of optimism.

3. Coke Zero: The Revolution Within
● A concept with emphasis on revolutionising the way we
think/do things (anything, everything; a new POV), something
that starts from zero "0" and turns out Bigger, Brighter,
Better.
● Zero represents many things. Everything starts from zero. In
this case, we used it to begin a revolution from the start "0".
● Coke Zero is the beginning of a revolution from within; body,
mind and soul.
● It represents the new generation of doers, thinkers,
innovators - An avant-garde group of people MAKING
CHANGE HAPPEN.
● It starts with an individual and inspires the society as a

4. Who are we targeting?
● 25+ Semi - Athletic Male
● Semi - aware of calorie consumption
● One who wants to be the change
● Likes to push the limit and have fun

5. "The Revolution Within" Campaign
Digital
Campaign
on Social
Networking
sites
Online Ads Teaser
& ONLINE Videos/
Promotion UGVs
"Mobile"
Campaigns
to engage
users
*UGV: User Generated Video

6. The Campaign
● The campaign runs primarily on youtube
A user uploads a video of a budding athlete making a small
change in the world, but a big change for himself or people
around him. Make his presence felt on various social
networking sites, and make him the unofficial brand
ambassador.
● Facebook and twitter are used to promote content as well as
building links and customer interaction.
Facebook is used to promote viral videos, UGVs, content and
for customer services.
Twitter is used for back link, content and customer services.
● Campaign also runs on mobile devices with the ease of
uploading amateur videos

7. The Campaign
Youtube
Facebook Twitter

8. Youtube
We use content generated by the customer or a coke
enthusiast, from one platform and spread it across various
social networking platforms.
Users upload their video online, competing for a prize or
just to tell their stories.
● Share videos uploaded by users on various social marketing
websites
● Promotion through youtube ads
● Create Back-Links and other link building strategies
● Winner of a video gets a prize to make his/her dream come
true

9. Facebook
Facebook-two way communication
● Update information(flyers/pics/ videos/ surveys) everyday
● Facebook ads
● Invite more friends to join
● Coupons and other incentives-creative apps
● Emphasize mobile subscriptions
This communication is achieved by engaging users in a
campaign to highlight people (through articles and video
on Youtube etc.) who through their revolutionizing and
innovative free thinking brought about a change (Big or
small, it hardly matter).

10. Twitter
Twitter to be used primarily for promotion of press releases
& other white papers, providing customer services,
discounts, freebies etc.
Provides best output when integrated with other social
networking platforms.
● Update news about Coke Zero
● Follow organizations and people who like sports and brand
loyal with Coca Cola
● Promote limited time offers: Sporting Events, Music
sponsored by Coke
● Set up customer reward system
● Lead Generation forms
● Use mobile devices- code bar get the coupon

11. Mobile Campaign
Wi-fi hotspots for mobile users for exclusive games, offers,
freebies etc.
● The campaign is compatible for mobile devices
● Users can directly upload videos from their phone etc.
● A more personal way to communicate with an individual
● Easier for call to action activities
● Mobile games and apps

12. Thank You