PodShow/Mevio Coca Cola Campaign


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Here is an example of one campaign (of over 20) which I ran while at PodShow/Mevio. Each campaign typically included banners, PPC, rich media, audio, video, and social networking. We distributed video across many platforms.

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PodShow/Mevio Coca Cola Campaign

  1. 1. Campaign Goals <ul><li>To accomplish the overarching goals of Coca Cola UK’s Largest Music Promotion ever by including “new media” campaign elements using PodShow networks. </li></ul><ul><li>Advertise promotional packages of Coca Cola which allow consumers to register codes via the web or SMS and redeem codes for iTunes, iPods, and Ticket Giveaways. </li></ul><ul><li>Support the Zero Weekender event where consumers can win guaranteed prizes. </li></ul><ul><li>Over-deliver on the number of impressions. </li></ul><ul><li>Elicit feedback via the customer call-ins and emails in the context of the promotions and social networking overall. </li></ul>
  2. 2. Expected/Actual Outcomes <ul><li>Expected Campaign Goals (from IO): </li></ul><ul><li>Banners - 250,000 </li></ul><ul><li>A/V Insertions - 250,000 </li></ul><ul><li>A/V Host Endorsements - 75,000 </li></ul><ul><li>Actual Campaign Results: </li></ul><ul><li>Banners - 540,000 </li></ul><ul><li>A/V Insertions & Host Endorsements </li></ul><ul><ul><li>UK-based 648,000 </li></ul></ul><ul><ul><li>Worldwide 1.25 Million </li></ul></ul><ul><li>Total UK 1.08 Million </li></ul><ul><li>Total Worldwide 1.79 Million </li></ul>
  3. 3. Campaign Participants <ul><li>Adam Curry/Daily Source Code </li></ul><ul><li>11th Commandment </li></ul><ul><li>Bite Size Bonus </li></ul><ul><li>Fishbowl Acoustic </li></ul><ul><li>PC Podcast </li></ul><ul><li>Podfinder UK </li></ul><ul><li>Punky Radio </li></ul><ul><li>Meltdown </li></ul><ul><li>64mm VLOG </li></ul><ul><li>Rock and Roll TV </li></ul>
  4. 4. Campaign Elements Homepage Banner Top of Profile Banner Podcast iTunes Audio/Image Podcast Video in iTunes PodShow Video Player (& embeddable video)
  5. 5. Coke UK Ad Platforms Daily Source Code on Tivo “ Eleven” on iPod Podcast Video Ad on Apple TV Coke Commercial on PSP
  6. 6. User Generated Feedback Note: The following is from a few episodes of one show.
  7. 7. User Generated Feedback Feedback via Blogs Feedback via Email Feedback via PodShow Profile The DSC is making existing advertising work better, I have thrown away numerous bottles with these codes on, it's only listening to the DSC that actually prompted me to use them. Many, many thanks, Darren (the guy with the hot sounding wife ;-)