2. 22
The ask
Drive extended consumption (sales)
with 18-24 new and existing Diet Cola
drinkers
What that really means
Driving traffic to retail for our product
Stopping people before they get to the shelf and
choose another product
Give them a reason to buy more
3. 3
We know our consumer is
mobile and social, but
they are also pop culture
junkies, gamers, and
sports enthusiasts.
Music is a common thread
that covers everything in their
day.
4. 4
PAID
4
WEB DESTINATION
SOCIAL
IN STORE
CRM
EVENT /
LIVESTREAM
Pop to the Top
Drives sales by aligning the brand with a
younger audience of music fanatics,
enticing engagement through purchase
leading to increased affinity
Campaign Insight
You love music, we love music, the
more you drink the more you’ll get
ANALYTICS
An opportunity to vote for the artist they would like to see featured at the concert in store, by purchasing a limited edition can with their favorite artist featured Pop to the top stage at Coachella
Media 1.) Programmatic buying across mobile, display & video DSPs to reach the digitally savvy target audience -Heavy up on music & lifestyle sites 2.) Targeting through DMP to build lookalikes of current customers & extend reach across all exchanges, including FBX -Use DMP data to retarget current customers & site visitors 3.) Geo locate mobile users 3.) Mix of standard & RM ad units RM ads pull in contest tweets, track the results of the contest, & live stream of concert 4.) Leverage email databases to reach custom audience of passionate concert goers & sports fans utilizing Live Intent
Branded Sound Cannon will play music from the artists in the running , directly in front of the beverage case; clings on the cases will provide info on voting: utilize the artist hashtag or purchase a can bottle with the artist you want to see featured Free content available by shazaaming the sound cannon Free downloads of songs by artists, exclusive live content from artists Digital displays on cases will feature real-time leaderboards of the artists’ standing
Winning artist with headline the diet cola stage at next years Coachella. Site experience turns into livestream event -Aggregates social activity including instagram, vine. VIP Attendees will get front-row seats, special access to back-stage events,
Analytics 1.) Track path to conversion across all digital marketing: search, display, mobile, video Optimize towards down to placement level to increase sales
