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“Move to the
beat “
Coca- cola 2012
Olympic games
Campaign
By – MEGHA MALVIYA
BRIEF INTRODUCTION
o An enduring classic that has evolved over its 127 years, Coca-Cola
remains the most recognizable—and ...
• Coca-Cola is a carbonated soft drinks sold in stores, restaurants,
and vending machines throughout the world
• In 2013, ...
Objective of move to the beat
Campaign
Coca cola campaign
To bring teens closer to the Games
and to sport in general,”.
ob...
“Move to the Beat was all
about getting teens excited
about London 2012 by
tapping into their passion for
music and fusing...
The Beat Wall is situated in Hackney, East London, the 25 meter wide by 10
meter tall artwork --- created by photorealist ...
Execution
The creation of the anthem was made into a feature-length documentary,
Other digital platform and a number of in...
Results
Learning
o The importance of relevant content
Coke provided teens with five different ways to create and submit to the
Glo...
o Social listening and real-time content adaption
Beat TV showed the value of adapting content based on real-time
feedback...
Activated in
more than 110
countries,
included 60
different types of
content
It was concluded
that no single
medium is as
...
Move To The Beat coca-cola campaign 2012 London olympics
Move To The Beat coca-cola campaign 2012 London olympics
Move To The Beat coca-cola campaign 2012 London olympics
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Move To The Beat coca-cola campaign 2012 London olympics

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"Move to the Beat" campaign was one of the most successful campaign of coca-cola's 127 years of success. Basically the idea behind this campaign was to bring teens closer to the Games and to sport in general, bringing the social side of the Olympic Games to them.the campaign demonstrated Grammy award-winning producer Mark Ronson and katy B.

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Move To The Beat coca-cola campaign 2012 London olympics

  1. 1. “Move to the beat “ Coca- cola 2012 Olympic games Campaign By – MEGHA MALVIYA
  2. 2. BRIEF INTRODUCTION o An enduring classic that has evolved over its 127 years, Coca-Cola remains the most recognizable—and one of the most valuable—brands in the world. o It was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia in 1886. o The Coca Cola formula was concocted in a three legged brass kettle in his backyard. o The bookkeeper Frank Robinson suggested the name coca cola. o The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886.
  3. 3. • Coca-Cola is a carbonated soft drinks sold in stores, restaurants, and vending machines throughout the world • In 2013, Coke products could be found in over 200 countries worldwide, with consumers downing more than 1.8 billion company beverage servings each day. • Muhtar Kent is the current CEO of the company coca cola • Coca-Cola was named Creative Marketer of the Year at the 2013 Cannes Lions International Festival of Creativity
  4. 4. Objective of move to the beat Campaign Coca cola campaign To bring teens closer to the Games and to sport in general,”. objective Bringing the social side of the Olympic Games to them
  5. 5. “Move to the Beat was all about getting teens excited about London 2012 by tapping into their passion for music and fusing it with sport,” .“The Beat Wall used urban culture to excite and engage teens and was a really cool way of inspiring teens to get involved with the London 2012 Olympic Games.”
  6. 6. The Beat Wall is situated in Hackney, East London, the 25 meter wide by 10 meter tall artwork --- created by photorealist Neil Edward, Hadley Ever and Sam Bates. London 2012 campaign was a bold new way of coca- cola to create stories that teens would love and that they would want to share. The Move to the Beat television commercial, was broadcasted across Europe and the globe. Demonstrated how Grammy award-winning producer Mark Ronson traveled the world obtaining inspiration for the anthem by meeting inspiring athletes to record the sounds of their sport MOVE TO THE BEAT CAMPAIGN
  7. 7. Execution The creation of the anthem was made into a feature-length documentary, Other digital platform and a number of interactive apps were created, which enable teens to collect beats, create personalized beats and gain access to content, prizes and coke events. The Beat Wall was created so that visitors to London's Olympic site could climb and create beats with, as well as getting a view across the Olympic village. Campaign executed -5 key elements: A feature length documentary, the song, TV commercials, Beat TV, and a series of digital/mobile apps called 'The Global Beat' Main execution February 2nd 2012
  8. 8. Results
  9. 9. Learning o The importance of relevant content Coke provided teens with five different ways to create and submit to the Global Beat to ensure an inclusive digital program that was technology agnostic o Use the right platform for the market/use case Coke set up a global SMS platform for its marketers to engage more directly with teens. It achieved a 44% response rate and 250,000 registered users, so there are plans to develop and invest in this channel for future campaigns.
  10. 10. o Social listening and real-time content adaption Beat TV showed the value of adapting content based on real-time feedback to help them maximize the role of paid and social media in the campaigns performance o Ambition Based on the success of the campaign, Coke intends to be ever more ambitious and evolving based on digital trends o Lay good foundations Amador said the campaign proved to have an excellent impact on SEO. It ensured that traffic from search increased by 2,900% between May and June, representing 15% of total traffic
  11. 11. Activated in more than 110 countries, included 60 different types of content It was concluded that no single medium is as strong as the combination of media Reach, engagement, love and value were the markers of success None of there plans were simply social, or TV, or mobile or experiential. Success was the combination of owned, earned, shared and paid media connections With social playing a crucial role at the heart of activations What came out was a lot of content, with digital at its heart. They wanted to create engagement through storytelling, so broadcasted it through social, desktop, mobile and search.

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