Melt

2. Suntrust Park
oInaugural season
oAverage attendance per game 31,755
oModern park design geared toward
millennials and enhancing fan experience
oCoca-Cola has been partnered with
Braves since 1966 (first year in Atlanta)
oExclusive non-alcoholic drink

3. What Coca-Cola is Doing Well
3
oCoca-Cola Corner
oHigh volume branding through signage
oFree 20 oz. Coke product
oDesignated Driver Booth
oCoke Souveneir Cups at concessions

4. Giants
AT&T Park
San
Francisco

5. Phillies
Citizens
Bank Park
Philadelphia

6. Mets
Citi Field
New York
City

7. What Could Be Improved At Suntrust
Exposure of the Coca-
Cola Corner
Fan interaction with
Coca-Cola throughout
the park
Social/Mobile
engagement with the
brand

8. To increase fan interaction with Coca-Cola at Braves games
and create a memorable, personalized experience for fans
Objective

9. Personalized Coke
Station

10. When businesses are able to personalize product offerings, it makes the
consumer feel like they have more control over the process. This results in
more purchases and increased satisfaction.

12. Personalized Coke Station
Fans enter their name into kiosk to be
printed on the label
The label is printed at the station and
placed on a Coke bottle for fans to
purchase as a souvenir
Guests choose a predesigned image to put
on the label of their Coke bottle

15. Augmented Reality
Experience

16. 70%of millennials attend sporting events less often, or never, compared to older
generations
“when they do, their attention is heavily distracted by non-"game related"
engagement on their mobile devices”

17. Augmented Reality (AR) Experience
Fans download a Braves app that allows them to interact with the game
program through AR
Included in AR Experience:
oInformation about players and their favorite Coke drinks
oBraves Backyard Baseball game users can play
oHistory of Braves partnership with Coke
oIconic plays throughout Braves history

20. International Coke
Tasting Station

21. 54%of millennials purchase tickets to sporting events for reasons other than the
game (“add-ons” like food, drinks, and music)

23. Social Integration
#TrustTheTaste
At each consumer touchpoint that Coca-Cola has in the park, fans are
encouraged to post their Coca-Cola experience on social media using
#TrustTheTaste
By using the hashtag, fans are entered to win 2 seats in the Coca-Cola suite
at Suntrust Park

24. “CocaColaDude1892 Enjoying the
@braves game with an ice cold Coke
#TrustTheTaste”

25. Thank You!