Thank you X. Good morning everyone! Thank you for having me here. I’m so glad to spend the time with you today to talk about on-line video. As I reviewed case studies for the presentation today, it was immediately apparent that we don’t have “just one way” we are implementing on-line video in our communication plans. Just as we develop unique packages to meet consumer needs and occasions – from the mini-sleek can and 8 oz. glass bottle to the fountain beverage and 2-liter, we also customize our approach to using online video to deliver unique experiences with our brands in the right occasion, on the right platform with the most relevant content.
For a media professional, the world of online video is unique. While it delivers the sight, sound and motion of television advertising and uses similar content, it brings new complexities into the mix. The ad lengths, placements, and formats are extensive – with the industry still feeling its way for what works. The technology and players supporting online video are complicated and changing every day. No one ever had to think about caching and load times in the TV-centric world. And from a metrics standpoint, many marketing mix models fail to recognize the unique contribution of online video so proving out the investment is challenging. Does it behave like TV or like digital? Plus, there’s this thing called the e-GRP…The use of online video for the Coca Cola Company has played an increasingly larger role across many of our digital advertising efforts over the last several months. When asked to come and speak at today’s OMMA Video Conference, while I was looking over the variety of Brand campaign’s that used online video, what struck me as incredibly interesting, was the fact that online video was used in so many different capacities.
As a marketer, we recognize with this uncertainty comes a huge opportunity to explore new ways to connect with our consumers. As an avid reader of Video Insider (thank you MediaPost), we know consumption of online video continues to grow at a rapid rate. And it’s not because consumers say “I’m going to go consume online video now.” It’s just a part of their on-going experience with content and hopefully, our brands. For Coca-Cola brands, we use online video as a way to bring value to these experiences, and ultimately, achieve our brand goals and objectives. But just as the trends suggest, the use of online video for The Coca Cola Company has played an increasingly larger role across many of our digital advertising efforts over the last several months. From video syndication, to product placement, to live streaming, to user generated content, online video has shown up in our plans in very unique ways that deliver upon different communication goals, audience segments, and brand objectives. Today, I am going to give you a preview into how Coca-Cola thinks about online video, as well as share some specific campaign examples that successfully addressed the needs for each of the Brand’s core objectives.But, before we start, it’s important to ground you in our approach to advertising – The Art of Storytelling.
Storytelling has been at the heart of the Coca-Cola Company’s approach to consumer advertising for over a century. If you look at the definition of Storytelling, you can see why Online Video would play such a large role in the way we communicate to consumers online. According to Wikipedia, Storytelling is defined as “the conveying of events in words, images and sounds shared by culture often as a means of entertainment, cultural preservation, and education.” As a Company that will be celebrating it’s 125th anniversary year in 2011, our Brands have always strived to be much more than a product – we desire to be a Brand that connects deeply with a consumers’ lifestyle on an emotional level through entertainment and cultural relevancy. It’s about selling an experience versus pushing product and online video provides us with the dynamic platform to bring these experiences to life for our brands and consumers.
The first case study I’d like to share with you was part of our global Open Happiness campaign – called the Happiness Machine. The idea was simple, create a piece of online content that would surprise, entertain and connect with consumers globally, and be scalable for markets around the world to emulate and build upon. …But the little film took on a life of its own, starting with 2.8 million online views, then reaching out, touched more than 200 Million people globally (to date), receiving industry recognition and acclaim . Let’s roll the film.(Click image of video to play. Will link out to YouTube: http://www.youtube.com/watch?v=lqT_dPApj9U&feature=player_popout)Awards to date included:- Gold Clio Award (interactive Category) - American Interactive Marketing Association (AiMA) Gold Award- Gold MIXX award, IAB (Interactive Advertising Bureau)- Gold Telly Award - People's Choice Category- Cannes Finalist in Interactive Film Category Ad Age - Small Agency, Campaign of the YearThe “Where Will Happiness Strike Next?” Theme has beenreplicated in10+ markets around the world. This is an example of long-form content developed and syndicated through available channels, then reapplied to markets around the world.
We view online video as an outstanding tool to bring our stories to the forefront. With the rapid growth of online video consumption, we have been able to take what we have done in TV advertising for the last 60+ years and up the ante…the beauty of online video is the fact that it isn’t just a push message anymore, its an opportunity to interact directly with your consumer audiences and – taking it even further thanks to social media – even allow consumers to be a contributor to the Brands’ overall storyline. So the benefit we see of online video at the Coca-Cola Company is it ability to be an interactivestorytelling tool. For most of our campaigns with online video – our approach takes us beyond Pre-Roll and Video Syndication - and into more sophisticated uses that can amplify a Brand message or inspire a user interaction.
The next case study is for Sprite – called Jerk AllStars. Sprite developed a 14-episode video series on MySpace tapping into the cutting-edge new dance trend happening on the west coast called Jerkin’. The goal of the campaign was to create a reality competition series called the Jerk AllStars, which was in search for the next best Jerkin’ crew in America. As an original content series developed in partnership with MySpace, Sprite had deep integration into the show. The brand leveraged the audience reach of MySpace, along with Sprite owned assets to gain momentum of the web series. A rich social experience was wrapped around the program, inviting users to engage with the reality series, as well as upload their personal videos to enter in to be the next Jerk AllStars Crew. Here’s one of the episodes from the program:(Click image to play – should play directly in ppt.)File name: Sprite_FINAL.wmv
The Sprite JerkAllStars example is a good depiction on how we use online video as a way to express a Brand’s personality and invite users into a branded experience. The idea of leveraging co-creation of content through social media and video is a huge opportunity for us to connect deeply with consumers and foster conversations. The opportunity to crowd-source the video content from online users led to a significant amount of content to support the overall program. Additionally, the program was deemed a tremendous success by both Sprite and MySpace, beating previous MySpace benchmarks. This campaign reported 4x more average view per video and 5x times more friends than then any other original Myspace programs. The campaign continues to see more friends joining the competition, with nearly 1.5MM friends to date!
In this example, Vitaminwater used video as a way to entertain audiences through professionally produced, branded content. Vitaminwater leveraged their sport celebrities - Adrian Peterson, Shaq and Kobe Bryant - along with famed film actor Gary Busey to create a 2 min film called “time to collect.” Busey appears as Norman Tugwater, a loose cannon fantasy sports attorney who defends Professional athletes' entitlements to a cut from Fantasy Football team owners. The 2 minute video went viral - spreading like rapid fire on sports blogs and pop culture blogs alike. Let’s take a look at the video:(Click image to play – should play directly in ppt.)File name: Tugwater_FINAL.wmv
In the first week of the release of this video, it became the fourth most shared video according to zocialtv. The video posted on sites such as ESPN, Digg, PerezHilton, AOL Fanhouse, NYmag, WSJ and many other key, trusted sites. Significant sharing of the video within the social sphere across YouTube, MySpace, Facebook, and Twitter further extended the exposure of this video. Overall, Vitaminwater saw great value from this campaign, being able to piggy-back on the value of using an actor, sports athletes, as well as the high-brow irony of an actual Fantasy Sports Lawyer drove a high value exchange between the Consumer and the Brand. On the Consumer side it was piece of content that provided free entertainment value; while on the Brand side it generated a massive amount of positive buzz and earned media value that appealed to all types of users across a wide set of media outlets. ESPN ultimately picked up the 2 minute video for its broadcast during the Fantasy League draft weekend which had incredible value to the brand.
Making the Coca-Cola brand an essential part of the 2010 World Cup celebration was the primary objective of the next example. As the official FIFA sponsor globally, Coca-Cola Classic seized the opportunity to connect with the growing US Hispanic market to grow consumption by immersing the Brand deeply into the DNA of this audience primary passion…Soccer. The campaign connected two major media brands, Univision and YouTube. The partnership with Univision included an exclusive category package across the properties on-line and on-air assets, including: In-game integration of all 64 live matches, as well as inauguration concert, all streamed LIVE – in real time – online. Our media drive consumers to YouTube, where they were invited to join the “Longest World Cup Celebration” across the globe by uploading a video showcasing how they celebrate the World Cup and their country for a chance to win significant prizes, including 7 trips for two to South Africa to attend the final match, free MP3 download of the global hit song “Wave your flag” and 3 flat screen TVs with BluRay for an enhanced in home World Cup viewing experience. To make the video upload easy, Coke provided consumers with a video application allowing users to customize their very own celebration video. Here’s the sizzle reel of the 2010 World Cup (Click image to play. Will link out to YouTube:http://www.youtube.com/watch_popup?v=6TujKRcXsiQ&vq=large)
Overall, the 2010 World Cup was the most viewed tournament ever for both Univision and Coca-Cola. Seen by over 200 million viewers, Coke Classic reported a double digit increase in sales growth among the US Hispanic market during the May-June time period, during the heart of the World Cup timeframe.
And finally, another example of custom produced video content for the Vitaminwater brand, but this time, we leveraged a partnership with Vevo to help produce original programming. Named the Vitaminwater “Go Shows”, we created a dedicated web series of custom flash mob 5-song concerts, put on around the country using popular music artists, including Nas, Florence & the Machine, Hey Monday, Nelly, and Neon Trees. Leading up to each concert of the series, Vevo utilized the artists, Vitaminwater and Vevo ‘s social channels across Facebook and Twitter communities, blogs and PR Outreach to initiate promotion of these flash concerts within the collective fanbases. The videos had seamless product integration, with real-world samples for the attendees while they enjoyed the flash mob concerts; as well as artist endorsement of Vitaminwater during their interviews and concert performance. Let’s see one of the Go Shows with the group, Hey Monday. (Click image to play – should play in directly in ppt.)File name: GoShow_FINAL.wmv
Overall, these custom flash mob concerts drove significant positive buzz and attention to the Vitaminwater brand among Music enthusiasts. The campaign positively drove new members to the Vitaminwaterfacebook community, fostering an on-going relationship among its fanbase.
Looking ahead As you can see from these examples, the Coca-Cola Company certainly does not have a one size fits all approach to online video use. Despite their differences in approach, what I hope you can glean from the examples is how online video can significantly amplify a Brand message through interactive storytelling. The tool is a unique opportunity for Brand marketers looking to effectively bring a core creative concept to life, convey emotion, depict a brand personality and invite consumers to participate and share in the Brand experience – all rolled up in one nice format.
And most importantly, we need to closely monitor changes in consumer behavior and adoption of online video to ensure we’re continuing to meet their needs.
It is important to put the consumer first in this “On Demand” world by being a part of the consumer journey and how they are consuming video. They don’t see it as “TV, Online, or Mobile” channels, young audiences see it as “Video”. And they don’t care where they view it, as long as it is relevant to them. It is impetrative that Brand Marketers develop content that is “device agnostic” that engage consumers no matter what platform – when they want it, where they want it and how they want it.
It is also important that Marketers move beyond the pre roll. Unlock the potential of online video to be a blank canvas and tell your brand story in a unique and customized way. Online video gets us out of the confined time restriction of a :15, :30, or :60 that TV brings and opens up a whole new world to be creative Brand marketers again!
And finally, we also need to continue to push as an industry to develop more standardization in metrics for online video campaigns. Developing industry benchmarks and sharing best practices will only help us evolve the online creative formats and sizes. Getting beyond traditional display banners and pre-roll units will only be a win-win situation for both Consumer and Brand; but, without more rigor around the metrics, it will be hard to justify the premium prices of online video, as well as the ROI contribution of this tool.
To close my section, I thought I would share some of the common elements the Coca-Cola Company has seen over the last several campaign’s that we feel have made our online video efforts successful. When you bubble it down to five bullets, the thoughts aren’t completely new, but are good best practices for you to consider for your future campaigns: Understand how your audience consume online video – lean forward or participatory Make it EntertainingLeverage the Power of the People for ContentMake it Searchable and Shareable!Syndicate...to scale audience reach
Online Video<br />one size does NOT fit all<br />Peggy Loos<br />
sto·ry·tell·ing<br />[stawr-ee-tel-ing, stohr-] <br />-noun<br />the conveying of events in words, images and sounds shared by culture, often as a means of entertainment, cultural preservation, and education<br />