Social media case study: Coco Cola FIFA Activity

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The FIFA story for Coca-Cola India began with the search of the wonder boy for the Trophy Tour in December, 2013. On 2nd April, 2014, India began to seed conversations about the launch of the #WorldsCupand played a significant role in creating the buzz.

Soon after, we opened happiness for thousand of Indian’s by inviting them to submit their pictures for the Happiness Flag. With the opening ceremony of the FIFA World Cup, began a 30-day marathon – starting with the launch the ‘Live-wire’ room to seed positive conversations, tweet and post football-related content to directly engage football-fanatics in India.

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  • Profile: Saurabh Tomar, 18, Conversations seeded: 357, Impression: 13M, Location: Ajmer (250 KM from New Delhi)
  • Social media case study: Coco Cola FIFA Activity

    1. 1. Coca-Cola FIFA Activity December 2013 – July 2014 Campaign Hashtags: #WorldsCup - #OpenHappiness - #HappinessFlag - #FootballwithCoke - #SemiswithCoke - #FinalswithCoke
    2. 2. FIFA World Cup: Largest Sporting Event Ever on Twitter Germany might have won the WorldCup, but it was the Social Platforms that were the real winners of the FIFAWorldCup 2014. https://www.youtube.com/watch?v=DFe_065RqUA#t=21 Twitter Heat MapTweets during the tournament Top 5 most tweeted matches Top 5 moments for biggest Twitter peaks Most Mentioned Player *Source: Twitter Insights Twitter released a video capturing the best moments and mentions during the Cup
    3. 3. FIFA World Cup on Facebook: Generated the highest level of conversation for any tournament in history Post 2010 WorldCup, Facebook reached a landmark- it grew to 1B registered users and Twitter reached a 100M users. In the year 2014, FB is at 1.3B users and Twitter is now up to 251M users. India was one of the top 5 countries from where unique users joined the conversation about WorldCup Source: CNN.com *Source: Facebook News
    4. 4. Coca-Cola India’s FIFA Journey 2013 – ‘14 The FIFA story for Coca-Cola India began with the search of the wonder boy for the Trophy Tour in December, 2013. On 2nd April, 2014, India began to seed conversations about the launch of the #WorldsCup and played a significant role in creating the buzz. Soon after, we opened happiness for thousand of Indian’s by inviting them to submit their pictures for the Happiness Flag. With the opening ceremony of the FIFA World Cup, began a 30-day marathon – starting with the launch the ‘Live-wire’ room to seed positive conversations, tweet and post football-related content to directly engage football-fanatics in India.
    5. 5. 15 MnImpressions 4,000 Conversations 450 Unique Users The Wonder Boy’s first flight & our 1st FIFA-related Trending *3-day Activity in Kolkata (India). Platforms: Twitter, Facebook, Instagram and Advocate program December 2013 Trended on Twitter for 6 hours! CLICK TO WATCH MY STORY
    6. 6. 2nd April: Launching #WorldsCup *1-day Activity. Influencer Strategy: Social Advocates + Owned Ambassadors + Paid Celebs 177 Mn total impressions for #WorldsCup in India 14,000 conversations in India 7,000 unique user directly engage in India Twitter 72 Mn total impressions for #WorldsCup in India 17 Million Facebook unique user reached in India Global Report (KO) India’s LANDMARK INFLUENCER STRATEGY India – a Top Market amongst 85 countries for impressions delivered & unique fan expressions on 2nd April Trended on Twitter for 8 hours!
    7. 7. Happiness Flag: 2nd Highest Photo Uploads from India 13,182 *12-day Activity. Platforms used: Facebook, Twitter, WhatsApp, Internal Mailer, Celebrities, Influencer and Advocate program Photo Uploads 8 MnImpressions 6,000Conversation 5,300Unique Users May 2014
    8. 8. 33-day Coca-Cola India #WorldsCup Festival Begins 11th June – 15th July 2014
    9. 9. 6.2 Billion total impressions for FIFA brand activity in India 264,000 conversations in India 93,000 unique users directly engage in India *33-day Activity: 11th June – 14th July Twitter 50 Mn total impressions for FIFA brand activity in India 1.9 Million stories created in India 21 Million unique users reached in India Facebook For a country that does not play football, delivered .. Trended on Twitter for nearly 80 hours!
    10. 10. 283 Mntotal impressions for FIFA brand activity in India 65,000 conversations in India 13,000 unique users directly engage in India Platforms used: Facebook, Twitter, WhatsApp, Internal Mailer, Celebrities, Influencer and Advocate program Coca-Cola 2 Billiontotal impressions for FIFA brand activity in India 33,000 8,000 Open Happiness conversations in India unique users directly engage in India Brand Conversations Trended on Twitter for 3 hours! Facebook: 40K Impressions | 31 K Unique users | 1.7 K Stories created Facebook: 9 Mn Impressions | 3.2 Mn Unique users | 13 K Stories created
    11. 11. 3.1 Billion 54,000 Conversation 70 Mn Platforms used: Facebook, Twitter, WhatsApp, Internal Mailer, Celebrities, Influencer and Advocate program #WorldsCup 530 Mn 225 Mn #FootballwithCoke #SemiswithCoke #FinalswithCoke total impressions in India total impressions in India total impressions in Indiatotal impressions in India Campaign Hashtag Conversations 28,000 Unique users 42,000 Conversation 7,000 Unique users 31,000 Conversation 19,000 Unique users 39,000 Conversation 18,000 Unique users Trended on Twitter for 6 hours! Trended on Twitter for 30 hours! Trended on Twitter for 7 hours! Trended on Twitter for 34 hours! Facebook: 2 Mn Impressions | 0.4 Mn Unique users | 5 K Stories created Facebook: 41 Mn Impressions | 25 Mn Unique users | 0.3 M Stories created Facebook: 4 Mn Impressions | 3 Mn Unique users | 145 K Stories created Facebook: 7 Mn Impressions | 6 Mn Unique users | 2 K Stories created
    12. 12. The Strategy Identifying the right platform and changing the paradigm
    13. 13. The tried-and-tested way-of-execution (in the order of priority) Medium Role of Media Content Television Awareness TVC Radio / OOH / Print Awareness / reminder Jingle Activation On-ground buzz / geo-specific Idea for on-ground Digital Segmented targeting to TG connected to Internet Banner / Image / Video Social Engaging audience Conversation / Vines / Videos / Memes
    14. 14. The tried-and-tested way-of-execution Television (Awareness) Activation Social Radio / OOH / Print Digital Social Live-wire Room Activation Radio / OOH / Print Television Digital Going beyond the obvious: changed the paradigm to Real Time Marketing
    15. 15. Going beyond the obvious: Based on learnings, changed the paradigm to … Medium Role of Media Content Social Engaging audience through Twitter (primary) / Facebook Conversation / Vines / Videos / Memes Digital Segmented targeting to TG connected to Internet Banner / Image / Video Activation On-ground buzz / geo-specific Idea for on-gound Television Awareness TVC Radio / OOH / Print Awareness / reminder Jingle
    16. 16. How did we do this? Part 1: A 3-tiered Influencer / Advocate program with 250 Twitter tribes
    17. 17. The 3-tiered advocate program was an effort devised to ensure a 3-layer virality for the content / message we created. To do so, 250 social users were aligned in a way to ensure significant buzz was created on most social platforms. Special attention was paid to selecting these 250 ‘heads-of-tribes’ to ensure minimal overlap between their networks. The program consisted of: What was the 3-tiered program? 1. The Samvaad Live-wire room at its core to seed positive stories through brand conversations 2. Content curation team to produce relevant-real-time content for the advocates 3. The Editorial team: 5 users with over 20,000 followers (to seed conversations) 4. The Influencer team: 50 users with over 2,500 followers (to propagate the content) 5. The Advocates: 200 users with upto 2,499 followers (to build virality)
    18. 18. Samvaad Live-wire Room
    19. 19. Samvaad Live-wire room: A team of Football fanatics, Content creators, Situational design specialists, Conversationalists, Data Analysts and a Surprise Manager!
    20. 20. The Editorial Team – a set of five heads of football-related ‘tribes’ on Twitter with the prime objective of seeding content. They were divided to represent 5-most followed countries in India Live-wire Room
    21. 21. Live-wire Room The Influencer Team – a team of 50 with the objective of propagating messages with brand keywords / hashtags. They were connected with the Editorial team in groups of 10.
    22. 22. And finally, The Advocates – a team of 200 brand advocates and football lovers. While they had smaller following (upto 2,499 followers), they were chosen based on their ‘active’ levels. They proved pivotal in building virality, and helping our brand keywords / hashtags become one of the most discussed on Twitter during the FIFA World Cup.
    23. 23. E E E E E E E E E E C C C C C C O O O O O O Live-wire Room O E S C Celebrities Owned Assets Employees Stakeholders & Support team I Influencers Content created for: Content seeded with conversations #tag propagation and Twitter conversationalists 200 Advocates join conversations and share the World Cup excitement in their networks 3-tiered Advocacy Program in Action
    24. 24. E E E E E E C C C C C C O O O O O O O E S C Celebrities Owned Assets Employees Stakeholders & Support team I Influencers Live-wire Room The Strategy: 3-Layered Advocacy Program
    25. 25. The Coca-Cola Live-wire room Structure Live-wire Room
    26. 26. Twitter helped build Conversation Intensity & Velocity around brand-related keywords / hashtags Tweets-per-hour throughout the campaign for Coca-Cola brand and campaign hashtags in India 6
    27. 27. Integrating mediums with Social at its Centre
    28. 28. COCA-COLA Vine Videos Celebrities Advocates Football Grounds Contests Television On-ground Activation Home Surprises Conversations Paid promotion on Social Content Creation Adapted Global Content Twitter Trends
    29. 29. How did we do this? Part 2: Content Strategy: A series of content on Football-related fashion and hair- do, Wives-and-Girlfriends, Player & Country stats, Match highlights, Memes and Vine-videos were created by the in-house editorial team and shared with advocates
    30. 30. Adopted & Adapted Global Content
    31. 31. BRAND TWEETS
    32. 32. BRAND CONVERSATIONS
    33. 33. CONSUMERS SHARING HAPPINESS
    34. 34. MEMES
    35. 35. Vine Videos
    36. 36. How did we do this? Part 3: Leveraging brand ambassadors and building Football-based quizzes on profiles of influencers and a influencers
    37. 37. CELEBRITIES
    38. 38. CELEBRITIES
    39. 39. CONTEST BY PULKIT SAMRAT
    40. 40. Contest by influencers
    41. 41. How did we do this? Part 4: An integrated approach with well-knitted TV, Radio, Print and On-ground strategy
    42. 42. MEDIA PARTNERS
    43. 43. CNN IBN, one of the leading English news channels, is respected amongst influencers and opinion leaders and has a substantial following. Apart from standard programming deliverables, we have worked towards successfully leveraging this base • Associate sponsorship of FIFA 2014 programming • #Worldscup as official hashtag for all FIFA related news • Integrated anchor mentions promoting #Worldscup • Coca Cola tweet wall twice a day featuring tweets with #worldscup • #Worldscup promotion in editorial tickers on the channel Partnered with Headlines Today, another english news channel to amplify #OpenHappiness via the unconventional norms to drive maximum traction • Associate sponsorship of FIFA 2014 programming • #OpenHappiness as official hashtag for all FIFA related news • Branded Coca Cola Tweet Wall • Happiness flag vignette • Driving conversations with #OpenHappiness via astons, promo tags and bugs • Happiness Moments vignettes • Integrate #OpenHappiness with a contest as the qualifier • Tweets and retweets from influencers /editors Associate sponsorship of FIFA Live Telecast on Sony Aath in West Bengal Bengali commentary breaking the language barrier and ensuring deepe penetration across the state Additional leverage via promos and tags Ride on the FIFA fever in West Bengal through branded content in “Sangbad Pratidin”, a renowned Bengali newspaper Integrations across the daily including front page strips, sports page branding and slugs on match coverage
    44. 44. 1500+ spots across male skewed content on national channels 1000+ spots in Kerala and West Bengal Activating FIFA TVC on National TV channels, in West Bengal and Kerala • 35 mn people across India via TV campaign (Coke FIFA commercial) • 3.2 mn people via TV Integrations (FIFA programming sponsorship and integrations - Headlines Today and CNN IBN, #worldscup on CNN IBN and #OpenHappiness on Headlines Today) • 1.9 mn people reached via print (Sangbad Pratidin and AajKaal) in WB • 2.2 mn people reached via radio (Headlines Today promotion on Oye FM with Coca Cola mention in Del, Kolkata, Mumbai + radio campaign in Kerala) All TV data is till 5th july. Will increase once we have data till 14th July. TG, Source – TV (CS 4+, TAM) and Print/Radio (12+ All, IRS 2012 Q4) Results (till 5th July)
    45. 45. How did we do this? Part 5: Happiness strikes football grounds, homes and conversations
    46. 46. Happiness strikes homes Coca-Cola surprised Football fanatics throwing house-parties in 15 cities including; Bangalore, Chennai, Delhi, Ghaziabad, Chandigarh, Mumbai and Pune
    47. 47. CHENNAI
    48. 48. BANGALORE
    49. 49. KOLKATA
    50. 50. GHAZIABAD
    51. 51. CHANDIGARH
    52. 52. MUMBAI
    53. 53. MOHALI
    54. 54. AJMER
    55. 55. PANCHKULA
    56. 56. JAIPUR
    57. 57. PUNE
    58. 58. Happiness strikes football grounds Coca-Cola hits the field to #OpenHappiness for all the young and passionate footballers across the country
    59. 59. Stories created through conversations Coca-Cola strikes warm, positive conversations with fans which lead to millions of #OpenHappiness stories.
    60. 60. How did we do this? Part 6: Multi-city brand acts and employee engagement
    61. 61. West Bengal Franchise • Brand and Region have planned an activation around screening live matches by creating two Fan Parks in Kolkata which will start from QF onwards (4’th July). These are being witnessed by thousands of fans everyday. • Awareness for the activity will be driven by Radio, street banners and canters along with print. • Strong QPDS plan led by region with trade to drive 100% + growth in activation months in Dhankuni • Scratch card based transaction led by region in Dhankuni area to excite power towns & drive volumes • Para screenings to also take place in select Paras in Dhankuni and Taratala area
    62. 62. CBO - Bangalore, Kerela, Guwahati, Bhuvaneshwar & Goa Region led on ground activation • Canter acts in key locations touching more than 10K teens • Mall activations to drive consumer engagement and participation • College activations to drive sampling and brand connect with Teens across more than 100 colleges • Strong sampling drive along with all activations to drive incidence, more than 30K teens sampled Transaction legs • Trade QPDS legs to drive brand Coke Volumes • Bangalore running an exclusive FC Bangalore meet and greet contest • SFI in all areas around FIFA merchandize and Kits
    63. 63. NKA Acts • Tesco is executing a national promo with Coke across all Star Bazaars • Metro Cash & Carry is executing a national FIFA promotion on Coca-Cola through our football merchandize • Airport vending machines under HCCB running a transaction act for consumers where each time they buy a Can/Pet 400 ml they get a cheer band free Employee Engagement • Daily Predict the winners contest to drive excitement amongst all employees around FIFA • Opportunity to win FIFA Kits in bottling teams linked to driving Coke volumes National Key Accounts & Employee Engagement
    64. 64. Expressions: Football fans … Coca-Cola lovers
    65. 65. Happiness Strikes Everyone Activating FIFA TVC on National TV channels, in West Bengal and Kerala Internal Mailer Television Print Celebrities Social LIVE-WIRE ROOM Real-time content creation Memes, Images, Vines Brand conversations 3-layered advocate program Contests Football grounds Surprise @Home

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