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Coke zero digital campaign
- 2. THE COKE STORY • Coca-Cola is a carbonated soft drink.It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke • Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton • Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century • Today coke is sold in more than 200 countries
- 6. Coke zero • Coca-Cola Zero, or Coke Zero, is a product of The Coca-Cola Company • It is a low-calorie (0.3 kcal per 100ml)variation of Coca-Cola specifically marketed to men, who were shown to associate diet drinks with women. • It is marketed as having a taste that is indistinguishable from standard Coca-Cola, as opposed to Diet Coke which has a different flavor profile. • The Coca-Cola Zero logo has generally featured the script Coca-Cola logo in red with white trim on a black background, with the word "zero" underneath in lower case in the geometric typeface Avenir
- 7. SWOT Analysis coke zero Strength 1.Same Coca Coa taste whih is popular worldwide 2.No Sugar added(claimed) so preferred by health conscious people. 3.Excellent packaging 4.Tie-ups with health brands like Subway etc for health combos 5.Availability at par with Classic coke and Diet Coke 6.Backing of Coca Cola Brand 7.Helps Coca Cola break their 'bad for health due to sugar' perception. Weakness 1.being a soft drink still if not preferred by lot of people as Sugar is not the only reason claimed by Health Conscious people. Opportunity 1.Partnership with more Health based combos 2.More health based advertising to get the idea across Threats 1.Threat from other aerated drinks competitors 2.Threat from fruit juices
- 9. YouTube: • Coke used content generated by customers or coke enthusiast, from one platform and spread it across carious social networking platforms. • Users uploaded their video online,competing for a prize or just to tell their stories • Share videos uploaded by users on various social marketing websites • Promotions through youtube ads • Create back-links and other linksand other link building strategies • https://www.youtube.com/watch?v=jdvteFAmG_k • https://www.youtube.com/watch?v=RDiZOnzajNU
- 10. Facebook • Facebook –two way communication • Update information(flyers/pics/videos/surveys)everyday • Facebook ads • Invite more friends to join the page • Coupons and other incentives-creative apps • Emphasize mobile subscriptions
- 12. Twitter • Twitter to be used primarily for promotion of press releases &other white paper, providing customer services, discounts, freebies etc. • Provides best output when integrated with other social networking platform. • Update news about coke zero • Follow organizations and people who like sports and brand loyal with coke. • Promote limited time offers: Sporting events , Music sponsored by coke • Set up customer reward system • Lead generation forms
- 14. Mobile Campaign • Wi-Fi hotspots for mobile users for exclusive games, offers, freebies etc. • The campaign is compatible for mobile devices • Users can directly upload videos form heir phones etc. • A more personal way to communicate with individuals
- 15. Drinkable Commercial • Shazam to try Coke Zero. During the broadcast spot, viewers will watch as refreshing Coke Zero is poured from a glass contour bottle followed by a prompt to Shazam. They will then watch the experience migrate seamlessly from their TV to their mobile device as the Coke Zero continues to pour within the Shazam app until the glass is full, ultimately revealing a mobile coupon to redeem for a free 20-ounce bottle of Coke Zero at a participating retailer location. The Drinkable Commercial will air during national broadcasts of both semifinal games Saturday, April 4, on TBS, and the national championship game, Monday, April 6, on CBS.
- 16. • Drinkable Stadium HD Video Boards – Using the same technology as the drinkable commercial, drinkable videos will play on the HD Video Boards in Lucas Oil Stadium offering thousands of spectators the chance to simultaneously receive a coupon for a free Coke Zero on their mobile devices that can be redeemed at a participating retailer. These drinkable ads will air during the semifinal and national championship games at Lucas Oil Stadium, as well as the Coke Zero Countdown Concert at White River State Park. • Drinkable Challenge at Coke Zero™ Countdown Concert – Throughout the NCAA Men's Basketball Tournament, Coke Zero has encouraged rival fans to be open to try being frenemies. At the Coke Zero Countdown Concert on Saturday, selected frenemies from opposing Final Four teams will go toe-to-toe by using the microphone in their smartphone as a straw to see who can finish their bottle of Coke Zero from two digital screens near the concert stage. The winner will earn free Coke Zero for their team's fans in the audience.