Kathryn Foster proposes a marketing campaign to increase awareness of Coca-Cola's "My Coke Rewards" program. The campaign would promote the program on social media platforms like Facebook and Twitter, as well as through internet marketing. It would target younger consumers, ages 13-24, who are influenced by social media. Labels on Coke bottles would feature codes that consumers can use to learn more about prizes on the My Coke Rewards website or mobile app. The proposed budget draws on Coca-Cola's existing marketing funds to advertise the program through paid search and social media ads.

1. Kathryn Foster
ADV420-Final Project

2. The Big Idea
Goal:To increase awareness of “My Coke
Rewards” campaign for Coca-Cola
How?
 Indicate target market for media strategies
 Promote MyCokeRewards.comusingsocial
media and internet/mobile marketing
 Create a working budget

3. My Coke Rewards: How it
Works
 Double labels on all plastic
bottles
 Consumers peel the label to find
My Coke Reward points and a
graphic of the prize they could
win with more
 Reference pointing to
MyCokeRewards.com
 Attracts to website and offers
incentive to research the brand
and campaign

4. Target Audience
 Considered an “American Brand”, despite being sold in more
than 200 countries. This campaign will be designed to target
American customers
 Primarily Market: ages 13-18
 Secondary Market: ages 19-24
 The Stalwart Group sums up the youth market:
“Identifies with music and social media,
oversaturated with media, agrees that
advertising is the way to find out about new
products, and believes multi-tasking is
wonderful. Social media is key”
“Defined by expressionism and optimism”

5. Social Media
 Primary tactic for advertising and optimizing My
Coke Rewards
 Use of Facebook and Twitter to gain the attention
of the target media
 Use of visual photos to attract audience stimulated by
expression
 Updates on new prizes and sweepstakes
 Increasing followers
 Engaging with the public to find out the most desired
prizes by consumers, what’s working and what’s not

6. Twitter

7. Facebook

9. Internet Marketing
Increase SEO for MyCokeRewards.com with key words:
coke rewards, coke products, Coca-cola, coke
rewards codes, my coca-cola rewards
Slogan for Internet Marketing:
“Win Big with My Coke Rewards
Sweepstakes & Rewards, or Donate
Grab your favorite beverage & win coins
www.mycokerewards.com”
Design Strategy:
Bright colors to attract target audience

10. Originally Designed Set of Ads
for Social Media Campaign

11. More Original Ad Designs

12. Budget
 “And Coca-Cola said it would reduce business
costs $550 million to $650 million by the end of
2015 and reinvest the money in areas like
marketing and building brands”
 More than 2.5 billion on advertising
 CPC for ads using Google AdWords
 Set daily budget to control how much to spend,
adjust bids to trump competition, create more
ads to be consistent in relevance

13. Mobile Strategy
 QR codes on packaging
 QR codes on My Coke Reward labels to scan
directly to MyCokeRewards.com for information
on brand products and prizes
 MyCokeRewards.com mobile app. with daily
updates