ignition | Coca-Cola Year in Review

Annual Report
Experiential Marketing

2
Table of Contents
Introduction
Warehouse Management
Fleet Management
Event Activations
User Group Results
01
02
03
04
05

3
Introduction
01
2015 was a great year for the ignition and KO partnership!
To kickstart the first quarter, we launched the frenemies campaign that leveraged the first
real time commercial that aired just before tip off for the NCAA Final Four. Programs really
kicked into high gear with Thirst of the Boroughs where music and fashion captured the
true essence of our Sprite consumers.
One of our largest campaigns brought Coca-Cola and Coke Zero to life through the Coke
Teens tour and launching new vision through the taste and sight from the contour bottle.
Additionally we tapped into the mini-can distribution in a big way with Wingstop & Share
A Coke at festivals, races, and charity events alike. NYC Food & Wine also brought new
ways to Share a Coke with tasting, cooking, and photos!
Our work with Coca-Cola OVER the summer included a tasteful tour with Mr. T and Fuze!
Just A Kid amped up with consumers at every point of sweat opportunity starting with
the NCAA basketball and College Football Hall of Fame. Coca-Cola Gaming took on a new
look for League of Legends and EA/FIFA which also starred our Walmart retailer! As 2015
came to a close, Coke Caravan ended the year on a high note including sampling on the
tour for the first time ever!
Across many of these platforms we drove social interaction and created amazing
conversations with each brand. Whether we are speaking @Grandbaby_Cakes at the Wine
and Food Festival or Super Bowl champion @vernondavis85 it was apparent we spoke to
thousands upon thousands of consumers in 2015.
The success in the field could not have been done without the logistics support of the
warehouse and fleet team. Their ongoing support of not just ignition programs but a
variety of programs by multiple agencies allowed for further success. We concluded the
year by finalizing the transition of warehouse’s into five key hubs as well as consolidating
the fleet by 11 vehicles.

4
IGN managed warehouse
KO/IGN managed warehouses
Managed day to day operations of Coca-Cola EM regional warehouses
• Moved assets to new locations
• Recycled old/out dated materials
• Recycled expired product
• Completed a full inventory, including photos, descriptions, quantity,
value, dimensions, condition, expiration dates, etc.
• NY Warehouse: security alarm system, new dock door, cameras,
heating system, deep clean
• Implemented an online inventory tracking system
• Purchased proper tools and supplies to ensure a more efficient and
organized warehouse
MARKETS:
New Markets: ATL, DFW, LAX, MIA, NYC
RESULTS:
• Consolidated 12 warehouses to 5 main hubs
• Hired warehouse managers for all locations excluding Miami
• Streamlined inventories, developed new processes and procedures to
track inventory and day to day warehouse requests
• Created a warehouse request form and implemented to be used by
Coca-Cola and agency partners
Warehouse Management
02

5
Fleet Locations
Managed day to day operations of thirty vehicles across twelve markets
• Evaluated the condition of each vehicle for future use
• Gathered data on each data—make, model, year, VIN number, license
plate number, registration, mileage, photos, maintenance history
• Vehicles were regularly serviced vehicle fleet throughout the year
• Recommended which vehicles should be kept in service and which
vehicles should be disposed
• Purchased (5) 2016 Ford Transit vans to support each market
(scheduled delivery for February 2016)
MARKETS:
• New Markets: ATL, DFW, LAX, MIA, NYC
RESULTS:
• Reduced total fleet numbers based on usage and maintenance
disposing of 11 vehicles
• New domiciles for all fleet vehicles at 5 warehouses
Los Angeles (LAX)
(3) Sprinters, (1) Ford Transit
and (1) Cargo Van
Fleet Management
03
Dallas (DFW)
and (1) Cargo Trailer
Atlanta (ATL)
and (1) Prize Bottle Trailer
New York City (NYC)
and (1) Cargo Van
Miami (MIA)
(1) Sprinter and
(1) Ford Transit

7
04
28M+
tv spot
viewers
500K
fan
participations
37
games with
live fan capture
68
ncaa basketball
teams represented
Event Activiations
COCA-COLA
FRENEMIES
During the 2015 NCAA tournament, Coke Zero brought the Frenemies campaign to life by
blurring the line between enemy and friend.
Before each game, we challenged unsuspecting fans from opposing teams to trade gear,
share a few laughs and come together in an unforgettable moment. There was initial
resistance, but once wigs, foam fingers, colorful flags and our famous ‘Get-Along’ Frenemy
Jersey were offered up—even the most diehard fans embraced their rivals. Hundreds of
unlikely bonds were formed. These newfound frenemies were surprised with upgraded
tickets, prizes, and of course, an opportunity to be in our TV spot.
On the ground film crews captured the entire experience, stitching together a nationwide
story of friendship in the face of competition. The result, one TV spot that aired just before
tipoff of the Championship Game to millions of viewers!
MARKET(S)
Multiple markets (16)
TIMING
February – March
CLICK TO SEE VIDEO

8
04
41,516
total
impressions
37,516
social
impressions
3,453
total
premiums
2,880
Sprite
mini cans
Event Activiations
SPRITE
SPRITE THIRST OF THE BOROUGHS
Sprite hosted the Thirst of the Boroughs contest, through which consumers could vote on
the NYC borough they believe best obeys its thirst. The contest featured representatives
of fashion and music from each borough sharing their stories of thirst and inspiring others
to vote for the best borough. To reward the winning borough, the Sprite van was on-site
Sunday, February 15. Inside the activation, consumers created their own beat, sampled
Sprite and enjoyed an assortment of Knicks Gear and other premiums.
MARKET(S)
New York, NY (Staten Island)
TIMING
February 15, 2015 (12:30PM–3:30PM)

9
04 Event Activiations
COCA-COLA
WINGSTOP/SHARE-A-COKE
The Coca-Cola Company partnered with Wingstop to sample “Wingstop branded”
7.5 oz. cans to attendees at the multiple location throughout ten Wingstop preferred
markets. There were a variety of event types from festivals, “taste of’s”, races,
and charity’s. All consumers were encouraged to “Share a Coke” with Wingstop!
MARKET(S)
• New York
• Atlanta
• Dallas
• Chicago
• St. Louis
• Denver
• Vegas
• Oakland
• Los Angeles
• San Antoinio
TIMING
June – September

10
NYC
1,450
Brooklyn
2,000
Atlanta
4,084
Dallas
3,500
Denver
2,682
Las Vegas
2,040
San
Francisco
2,760
San
Antonio
1,000
Los
Angeles
3,000
Chicago
9,876
St. Louis
1,196
COCA-COLA
WINGSTOP/SHARE-A-COKE
TOUR TOTALS:
MINI CANS DISTRIBUTED PER MARKET

11
520K+
total
impressions
33K+
total
premiums
328,243
total
samples
FUZE
EXPERIENTIAL TOURS
We developed a thoughtful experiential program that generated brand excitement
while putting product in the hands of the multicultural millennial target. Aggressive
sampling goals were reached and we were able to activate at various events and
venues to support CCR and CCNNE in the Northeast, as well as CCR, Consolidated,
United and Central Florida in the Southeast. We amplified the brand’s core creative
with a unique interactive phone experience and bold premiums to create memorable
and engaging moments with consumers.
MARKET(S)
• Northeast: Philadelphia, Boston, New York City, Upstate New York,
Northern New England & Mid-Atlantic
• Southeast: Columbia, Birmingham, Baton Rouge, Atlanta, Orlando,
Tampa & Charlotte
TIMING
June – October
04 Event Activiations CLICK TO SEE VIDEO

12
FUZE
SOCIAL MEDIA BUZZ

13
04
6,108
total
premiums
8,881
total
samples
6,696
bottle
samples
2,185
wet
samples
Event Activiations
POWERADE
JUST A KID
ALIANZA RETAIL & COMMUNITY
We created a platform to connect with teens at the point of sweat through mentor-inspired
workouts that came to life with an enthusiastic team. The day was less about scores or
measurables and more about hard work, inspiration, belief and hydration while athletes
awaited their custom t-shirts. Our basketball, football and soccer themed workouts utilized
Coca-Cola’s partnership with the Boys & Girls Clubs of America as the primary vehicle for
activating mentor-inspired workouts.
We also created retail activations to push incremental volume for the brand and create
a buzz about the campaign in key markets, which included outdoor presence, sampling,
a social call to action, distribution of JAK shirts, premiums and often dynamic in-store
display from retail partners.
MARKET(S)
Phoenix, Dallas, Houston, Los Angeles & Miami
TIMING
April – September
CLICK TO SEE VIDEO

14
04
23K+
total
premiums
17K+
total
samples
6,000
bottle
samples
11,000
wet
samples
Event Activiations
POWERADE
JUST A KID
INCREMENTAL ACTIVATIONS
ignition was a trusted partner to provide significant presence and impact at some of the
most influential events of the year for the brand. We often leveraged existing assets,
relationships and Coca-Cola sponsorships to enhance events that were crucial for
POWERADE and/or key stakeholders. JAK shirts and activations were a red hot topic of
conversation for consumers and influencers at events such as JamFest, Final Four, NATA,
College Football Hall of Fame, and other point of sweat activations surrounding basketball,
football, soccer, lacrosse, etc.
MARKET(S)
Chicago, Indianapolis, Atlanta, New York, St. Louis, etc.
TIMING
March – December

15
POWERADE JAK
SOCIAL MEDIA BUZZ
ATHLETES/CONSUMERS

16
COCA-COLA
COKE TEENS
Coke Teens was developed to be a disruptive, strategically sound experiential sampling program
that is culturally relevant to today’s Teens and is firmly rooted in the product intrinsics (i.e. taste,
refreshment, ice cold) and drives re-appraisal of Coca-Cola to Teens who have never been drinkers.
We developed the Coke Tasting lounge which allowed teens from all over the country to come
relax, refresh, reflect, and recharge with an ice cold Coca-Cola at various types of events including
music festivals, sporting events, anime conventions, food festivals and more.
The footprint acted as a lounge—creating an environment teens craved to be in. Brand
ambassadors encouraged teens to interact with the walls and the footprint allowed teens to take
a break, cool off and hang out during the summer months.
As a result, the Coke Lounge fostered a safe place for teens to come with their friends where they
could hangout and make lasting memories with a Coca-Cola in hand.
MARKET(S)
New York, Philadelphia, Washington DC, Charlotte, Miami, Cleveland, Detroit, Chicago, Milwaukee,
Dallas, Houston, San Antonio, Denver, Phoenix, Los Angeles, Riverside, Las Vegas & Denver
TIMING
March – September
297,107
north
region
443,049
south
region
237,727
midwest
region
324,478
west
region
133,234
spring
break

17
COCA-COLA
COKE TEENS – ELEMENTS
EMOJI WALL
• One of the most popular backdrops within the space was our photo opp featuring
magnetic/velcro walls and different emojis for personalized shareable photos
• How it worked:
• Guests would step up to the wall and arrange the emojis in a symbolic way and asked
the BA to snap a photo
• The BA would drive the experience with his/her creative inspiration and encouraged
them to use the hashtag #CokeLounge
TONGUE WALL
• This was a wall featuring a 3D tongue structure that (with the help of brand
ambassadors) distributed the contour Coca-Cola bottle for teens to enjoy!
• How it worked:
• Emoji signage directed guests in the direction of the 3D tongue wall
• A brand ambassador was stationed behind the wall distributing Coca-Cola’s down
the tongue structure
• The Coca-Cola contour bottle then slid down the giant tongue for guests to enjoy

18
COCA-COLA
COKE TEENS – ELEMENTS
INSIDE THE BOTTLE WALL
• This experience element was a wall of kaleidoscopes made out of actual Coca-Cola
contour bottles.
• How it worked:
• Contour glass bottles were made into individual kaleidoscopes and built into
one of the walls
• Emoji signage directed users to look through the bottles and to consumer’s
surprise different images came to life
• The imagery featured liquid as the main focal point mixed with other teen culture
elements like cats, sloths, emojis, etc
• BA’s encouraged consumers to hold their camera lens up to the contour bottle
kaleidoscopes to capture the imagery inside and share online!
CHEERS WALL
• An artistic wall of contour bottles on top of a color-changing LED lights that
encouraged continuous, physical and social interaction.
• How it worked:
• Emoji signage invited consumers to toast as many bottles as they could while
the screen acted as a mood detector — changing colors according to the
number of toasts
• A Brand Ambassador was responsible for encouraging participation and getting
the crowd excited to see the wall light up
• As more people rose their Coke for a toast the DJ would change the color of the
wall using a tablet and turn up the music for everyone to rock out to

19
COCA-COLA
COKE TEENS SOCIAL
• At every Coke Lounge experience teens were encouraged to
post a photo to Instagram, Twitter or Facebook
• #CokeLounge received 10,894 likes, 844 mentions and
598,860 reach

20
04
1M+
social impressions
#CocaColaNYC
22.5K+
cold Coca-Cola
samples
3.7K+
iconic NY
Coca-Cola samples
6.5K+
Coke Life
samples
Event Activiations
COCA-COLA AND COKE LIFE
COCA-COLA NYC FOOD
& WINE FESTIVAL
We were asked to create activations on behalf of Coca-Cola’s sponsorship of the 2015
Food Network and Cooking Channel New York City Wine and Food Festival to ensure brand
visibility and allow for sample distribution for both Coca-Cola and Coke Life. We created large
activation footprints within the main Grand Tasting event, one customer activation footprint
as well as two footprints designed for the special evening events hosted by Food Network
chefs. We provided a special hashtag (#CocaColaNYC) to encourage social sharing along
with some photo-worthy experiences, including a specialty cocktail bar, impressive mixology
demonstrations, a postcard photo opportunity and of course, plenty of Coca-Cola sampling.
MARKET(S)
New York City
TIMING
• Thursday Oct 15 Italian Night 6:30PM–10:00PM
• Friday Oct 16 Burger Bash 6:30PM–10:00PM
• Saturday Oct 17 Grand Tasting 12:00PM–6:00PM
• Sunday Oct 18 Meatopia 2PM–7PM

21
COCA-COLA
NEW YORK CITY WINE
& FOOD FESTIVAL
SOCIAL BUZZ

22
04
98,813
total
impressions
570
total
premiums
10
concert
tickets
76,010
customized
samples
Event Activiations
DIET COKE
TAYLOR SWIFT ACTIVATIONS
During the last portion of the Taylor Swift North American Tour DKO held a “Taylor Swift
Week” including activations at the AOC, a concert Suite at the Georgia Dome and
Exit Sampling of customized Taylor Swift DKO cans at the Atlanta and Tampa Concerts.
The AOC event sampled the customized the Taylor Swift DKO cans, raffled off tickets
to the Atlanta concert, gave away 1989 World Tour t-shirts and take pictures with the
1989 World Tour Bus and Taylor Swift Standees.
MARKET(S)
Atlanta & Tampa
TIMING
October 22 – October 31

23
COCA-COLA, DIET COKE, COKE LIFE & SPRITE
TASTE OF ATLANTA
Coca-Cola’s activation during the 14th annual Taste of Atlanta in Midtown was placed in
a high-traffic area with consistent, heavy foot traffic throughout both days of the event.
The addition of the Coca-Cola mocktail sample was a highlight of the experience, as well
as the Coca-Cola lighted sign wall and unique photo booth experience. The event turnout
exceeded expectations and guests were extremely engaged.
MARKET(S)
Atlanta
TIMING
• VIP event Friday Sept 25 7:30PM–10:30PM
• Opening event day Saturday Sept 26 12:00PM–7:00PM
• Final event day Sunday Sept 27 12:00PM–6:00PM
13,500
Coca-Cola
samples
2,000
Coke Zero
samples
1,056
Diet Coke
samples
528
Coke Life
samples
96
Sprite
samples

24
COCA-COLA
COCA-COLA GAMING 2015
Provided strategy and event support for 2015 across a variety of programs. The primary
events we activated included multiple League of Legends and EA FIFA 2016.
1,700
premiums
4M
social impressions
11,500
event cups
30,990
samples
10,700
cheer boards

25
Event Activiations
04
COCA-COLA
LEAGUE OF LEGENDS CINEMA VIEWING PARTIES
North American Championship Midseason Invitational RIOT Stuidios Sampling
At Riot Games’ first live tournament in New York City,
over 10,000 fans poured into the historic Madison Square
Garden on both Saturday, August 22nd and Sunday,
August 23rd to cheer on the teams competing in the
League of Legends NA LCS Summer Finals and we were
there to celebrate them.
More than 7,800 attendees at the
League of Legends MidSeason Invitational experienced
Coca-Cola’s 20x40 footprint where gamers showed
their fandom by personalizing more than 3,800 cheer
boards and tasting 13,790 samples of Coke over the 4 day
tournament. An onsite social medial contest gained just
over 1MM impressions from owned content and gave a
few lucky fans the opportunity to hang with some of the
players and shout casters between the games.
Coca-Cola’s summer sampling program partnered with
Coke Esports to celebrate League of Legends fans at the
live LCS Summer matches held at Riot Studios. Nearly
400 attendees lined up hours in advance to secure their
seats in the arena.
11,500
event cups
26,790
samples
10,700
cheer boards
40
locations

26
COCA-COLA
EA/FIFA 16 AT DAVE & BUSTER’S
Coca-Cola and EA SPORTS brought the FIFA 16 Ultimate Soccer Showdown to millennials,
teens and their families at select Dave & Buster’s restaurants across the country. Nine
unique, engaging experiences took place, averaging 34 players per tournament with a total
of 305 players competing. Social engagement generated 4MM potential impressions on
Twitter across the events.
34
player
tournaments
305
total
players
$1,500
incremental
sales
4MM
social
impressions
21.K
twitter
posts

27
COCA-COLA
EA/FIFA 16 AT WALMART
Coke Gaming and Walmart together leveraged the release of EA Sports FIFA ‘16 to drive
sales and excitement at Walmart locations. The cobranded retail execution activated in
nearly 450 stores across the country, however 16 locations in key markets hosted parking lot
festivals celebrating fans. More than 1,700 premiums were distributed to participants, and
consumers enjoyed over 4,200 Coca-Cola samples.
450
stores
1,700
premiums
4,200
samples
Event Activiations
04

28
COCA-COLA
HOLIDAY CARAVAN
Since 1997 the Coca-Cola Holiday Caravan has become a celebrated tradition. The 2015
Holiday Caravan Program marked the 18th year the tour has rolled across the United States,
spreading fun and holiday cheer to tens of thousands of Coca-Cola consumers. For many
it’s the launching point to the holiday season, to others a destination and cherished family
tradition eagerly anticipated throughout the year. Still others simply happen upon the
festivities and view it as an unexpected but memorable Coca-Cola brand experience.
The six trucks composing the Holiday Caravan have come to symbolize the spirit of the
holiday season with unexpected joy and the celebration of giving, loving and sharing
treasured experiences with one another. Each truck’s 25,000 sparkling lights add a twinkle
to consumers’ eyes, but the Coca-Cola Holiday Caravan’s ability to provide a personal
human connection and experience is what makes it truly special.
Coca-Cola customers value this tool as a way to offer something special to their consumers,
which further enhances offerings and value to their business while gaining incremental
display space and volume for brand Coca-Cola.
For the 2015 Holiday Caravan program, sampling activations were included for all markets.
The 2-person team executed both glass and aluminum bottle samples at each event across
all six tour routes. The teams also offered each consumer a custom Coca-Cola sweater
koozie along with their ice cold sample. Teams followed the Holiday Caravan trucks in
smaller rental vans and set-up adjacent to the traditional photo opportunity.
In addition to sampling, a sixth Caravan trailer was produced this year to join the overall tour
for the final three weeks. Due to high demands from the bottlers, the sixth truck (Dasher)
began production mid November and was completed in six weeks. The additional tour team
was launched in the Northeast area December 9th running through December 23.
.

29
COCA-COLA
HOLIDAY CARAVAN MARKETS
Northwest (2 weeks): Vixen
• Boise, ID – 1 week
West (3 weeks): Cupid
• Reno, NV – 1 week
• Sacramento, CA – 1 week
• Los Angeles, CA – 1 week
• San Diego, CA/
Anaheim, CA – 1 week
South (3 weeks): Vixen & Cupid
• San Antonio, TX – 1 week
• Houston, TX (area) – 1 week
• Shreveport, LA – 1 week
Midwest (2 weeks): Vixen
• Denver, CO – 2 weeks
Northeast (11 weeks):
Dasher, Prancer & Comet
• Boston, MA (area) – 2 weeks
• Bedford, NH (area) – 2 weeks
• Syracuse, NY/Rochester, NY – 1 week
• New York City, NY/
New Jersey – 2 weeks
• Long Island, NY – 1 week
• Philadelphia, PA (area) – 1 week
• Scotrun, PA/Fitchburg, MA – 1 week
• Baltimore, MD – 1 week
Southeast (7 weeks): Rudolph & Prancer
• Richmond, VA (area) – 1 week
• Norfolk, VA (area) – 1 week
• Concord, NC/
Williamsburg, VA – 1 week
• Charlotte, NC – 1 week
• Greenville, SC – 1 week
• Jacksonville, FL – 1 week
• Tampa, FL – 1 week
Two week activations
*2015 tour included production of sixth truck, which provided (three) additional weeks (28 total weeks available)

30
COCA-COLA
HOLIDAY CARAVAN RESULTS
Also distributed were (12,630) Letters to Santa
and (13,545) Santa Postcards!
By Team
Results Totals
Total Impressions 2,455,277
Event Impressions 842,198
Mileage Impressions 1,613,079
Total Event Attendance 408,933
Total Events Activated 240
Total Cities Visited 149
Total Tour Weeks 28
Total Event Days 136
Clickit Photos (Taken) 39,245
Avg. Photos Per Event Day 289
Truck
Events
Activated
Cities
Visited Sample Koozie
Cupid 33 15 16,204 11,000
Vixen 50 29 26,939 11,000
Prancer 39 18 15,420 11,000
Comet 44 31 21,430 11,000
Rudolph 46 32 28,056 11,000
Dasher 28 24 13,179 5,000

31
User Group Results
05
103,291
Total
Samples
35,841
Total
Samples
328,243
Total
Samples
6,808
Total
Samples
3,366
Total
Samples
2,783
Total
Samples
TOTAL
2,588,679
2,000
Total
Samples
Mexican
1,884,068
Total
Samples
46,287
Total
Samples
11,672
Total
Samples
91,515
Total
Samples
37,076
Total
Samples
1,344
Total
Samples
825
Total
Samples
560
Total
Samples

Thank you
Andy Williams
Group Director
o: 678-539-6922
c: 404-840-9177
andy.williams@ignition-inc.com
Abby Cain
Account Director
o: 678-539-6838
c: 678-237-5937
abby.cain@ignition-inc.com

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