Coca-Cola has transitioned to blurring the lines between online advertiser and publisher by developing its own content and experiences for consumers through programs like My Coke Rewards. This required significant internal reorganization, new technology, and partnerships. It allows Coca-Cola to directly engage consumers, generate valuable media exposure for brands, and increase marketing productivity and brand health through integrated brand experiences. Other companies are also moving in this direction by developing their own online content and platforms.

1. SAFEWAY
October 2, 2008
2009
How Coca-Cola is
Blurring the Lines
Between Online
Advertiser and
Publisher

2. Today, competition is at an all time high

3. Relevance of message drives behavior

4. Value in on-going customer relationships

5. Untapped value across our business
4 Million people
watch a movie while
sipping on a Coke
25 Million people
buy our products
in bottle/can
20 Million
people buy
Cokes form
vending
Coke trucks travel
over 1 Million miles
1 Million attend, and 4
Million watch (on TV) a
sports event we sponsor
30 Million people eat and
drink Coke products
30,000+ People work in
the Coca-Cola System
Millions of page views
20 Million people
see our advertising

6. ENTER
CODES
FROM
PURCHASE
PULSE
PROGRAMS
& PROMOS
REGISTERPURCHASE REDEEM
Consumers can
spend their
points in a
variety of ways
DRINK
AND
ENJOY

7. Fun content drives consumer engagement

8. Strong partnerships drive consumer value
October 2, 2008

9. Consumers identify tools
and experiences they want…
…resulting in strong
consumer connections

10. Consumer connections create huge value
Impact on
imagery and
advocacy of
our brands
BRAND HEALTH &
ADVOCACY
Creation of
valuable,
measured
media
MEDIA
VALUE
MARKETING
PRODUCTIVITY
Productivity
savings +
revenue
generation
VOLUME
EFFECT
Change in
consumer
purchase
behavior
And, brands and partners asked us for even more…

11. Source: Yankelovich MONITOR 2008/2009
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Coca-cola
Large, national retailers
Health insurance providers
Large manufacturers
The federal government
Investment companies
Credit card companies
The media
I trust these institutions or companies a great deal/mostly to be honest and fair:
People trust us and are willing to tell friends

12. Worldwide experience in online “publishing”

13. www.americanexpress.com
www.pampers.com
www.wachovia.com
www.walmart.com
Some Publisher/Advertiser Examples Existed
www.CVS.com

14. Offers were already integrated with content

15. Significant steps were required to transition
Technology
New site development
Ad serving technology implemented
IAB compliant ad units integrated for
internal and external needs
Targeting integrated into ad serving
strategies based on registration data
Large, coordinated ad formats
Rich Media opportunities

16. Structure
Internal re-organization around content
and partners
Consultative approach to meet partners’
business objectives
Integrated experiences can be created
Sweepstakes
Rewards
MCR Points for partners
Development of richer content areas
Significant steps were required to transition

17. Launch of My Coke Rewards 3.0.2

18. PRIOR STATE
INITIAL TEST
EXPANDED TEST
ROLL-OUT
FUTURE STATE
A comprehensive test plan was established

19. Key lessons to be shared
Focus on business objectives
Branded content should exist in multiple formats
Balance business/partner needs with consumer value
Do the math (then do it again, and again)
Know what business you are in
Realize amount of work required
Multiple insights from journey

20. We are living in interesting times
Future Look For Agencies…
Today brands require new and innovative business solutions beyond
simple selling and buying media
Evolutions in social media are enticing development of brand
communication channels/platforms which may be managed in-house
Historical roles are blurring - an exciting time to partner, build and innovate
in digital space regardless of your company “role”
The groups which innovate in these areas, regardless of their historical
roles, will likely be rewarded for their efforts

21. We are living in interesting times
Future Look For Brands…
Historical roles are blurring - an exciting time to partner, build and
innovate in digital space regardless of your company “role”
Complexities of these type of programs require a wide range of
agency and supplier partners working in collaboration
Becoming a “publisher” can offset existing costs, but there is much
work to be done internally
There is value when multiple brands are associated with each other
before consumers in the right setting

22. SAFEWAY
October 2, 2008
Q & A