Coke: One Year of Happiness


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A fully integrated campaign for Coca Cola India given their association with the Delhi Daredevils team (IPL).

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Coke: One Year of Happiness

  1. 1. Thursday 27 May 2010
  2. 2. Thursday 27 May 2010
  3. 3. Thursday 27 May 2010
  4. 4. FUN SQUAD 2011Thursday 27 May 2010
  5. 5. 3 weeks 3 weeks 2 weeks THE BABY TOSS CHEER THE COKE HIT Dilli’s youngest fan COIN THE MACHINE Dilli, heads ya tails? What’s your score? 4 weeks COKE 2 weeks EXTREME CRICKET Kuch naya khelo 4 weeks + Dekho. Khelo. Jeeto CRAZY FAN .tv Sabse daring kaun? 4 weeks COKE FUN SQUAD 4 weeks KISSES Good luck boys 2011 2 weeks Aao khelo MERA 2 weeks NUMBER HIGHEST SMS your score TWICKET + 2 weeks TROPHY Twitter+Cricket NE IN A Microsite MILLION Dilli ball dhundegi Onground Activation FAN SQUAD FAN SQUAD IPL KIT ANTHEM Mobile ActivationThursday 27 May 2010
  6. 6. FUN SQUAD 2 weeks 2011 Dekho. Khelo. JeetoThursday 27 May 2010
  7. 7. THE IDEA An auction of Daredevil memorabilia on Facebook. HOW IT WORKS The Daredevils Every 3 days, a new To make your bid, 1 Auction is carried out on the Facebook fan page for 1.5 months. 2 item is put up for auction. Example Sehwags gloves, 3 post the item on auction as your profile picture. The person whose Get your friends to 4 ‘like’ your profile picture. 5 profile picture gets the most ‘likes’ wins the object being auctioned.Thursday 27 May 2010
  8. 8. BUZZ GENERATION The items up for auction are prized possessions and are talked about in the press. Radio and Facebook Text Ads are used to promote the auction. The viral effect of posting the auctioned item as your profile picture helps bring more Facebook users to participate. DURATION 2 WeeksThursday 27 May 2010
  9. 9. item up for auction v as it appears on your facebook v *Thursday 27 May 2010
  10. 10. FUN SQUAD 4 weeks 2011 Aao kheloThursday 27 May 2010
  11. 11. THE IDEA Kotla ka Chakka is getting celebrities that endorse Coke to collaborate with the people of Dilli in a charitable event at Feroz Shah Kotla. HOW IT WORKS To participate, buy All the sales of Coke amount Try and catch the sixes 1 your Coke outside the gates of the stadium 2 to the final sum being given away to charity at the end of 3 that the celebrities hit into the stadium. and secure a seat. the event. The celebrity and the At the end of the event, everybody 4 Dilliwala jointly give away this money to a charity of 5 who caught a sixer gets to choose their celebrity, who will match the their choice. amount won by them.Thursday 27 May 2010
  12. 12. BUZZ GENERATION The event is launched with an outdoor campaign. It is sustained by PR - pre and post the event. The biggest payoff for the winning Dilliwallas will be appearing with their favourite celebrity in the next day’s news. DURATION 4 WeeksThursday 27 May 2010
  13. 13. FUN SQUAD 2011 + 4 weeks CRAZY FAN .tv Sabse daring kaun?Thursday 27 May 2010
  14. 14. THE IDEA is a mini reality show that runs for 4 weeks and pits the 6 most rabid Daredevils fans against each other to hunt for 1 fan who makes it to the fan squad. The result is a series of highly entertaining videos. HOW IT WORKS From the fan page Over a month, the 6 fans try to outdo Examples of videos include a 1 database, 6 crazy fans are identified. 2 each other by posting You Tube videos of their crazy fan antics to 3 fan propositioning Sehwag from the Qutab Minar, or getting prove their Daredevils fervour. chased by Gambhir’s dog. Daredevils enthusiasts The craziest fan is the 4 watch, like and viral the videos. 5 one who gets the most likes on You Tube.Thursday 27 May 2010
  15. 15. BUZZ GENERATION The videos are engineered to be outrageous, fun to watch and have viral potential. These videos are also posted on the Facebook fanpage. Friends of the crazy fans repost videos and help them win. The nature of each of the videos ensures that we get a lot of attention on unpaid media - television and press catches on to the video content. DURATION 4 WeeksThursday 27 May 2010
  16. 16. videos get posted on the Coke DD page videos get ‘liked’ on youtubeThursday 27 May 2010
  17. 17. FUN SQUAD 4 weeks 2011 COKE EXTREME CRICKET Kuch naya kheloThursday 27 May 2010
  18. 18. THE IDEA Extreme Cricket is cricket played with a coke bottle for a bat (1.5 plastic of course) in unusual locations in Delhi. Any place other than a playground. All that’s needed is an appetite for fun. HOW IT WORKS Delhi is invited to play cricket Extreme Cricket is played The winner makes it to the 1 in extreme locations like an empty swimming pool, the top 2 over 4 weekends at 8 interesting locations of Delhi. 3 Delhi Daredevils Fun Squad. of a bus, a heritage site.Thursday 27 May 2010
  19. 19. BUZZ GENERATION Extreme Cricket is launched via a ‘Month of Play’ campaign for Delhi. - Offline promotion via - Hoardings and Press - Online Promotion via emailers sent out to local cricket clubs, corporate houses, colleges and schools. Extreme Cricket is sustained and amplified via PR and Radio, both in terms of paid and unpaid media. DURATION 4 WeeksThursday 27 May 2010
  20. 20. FUN SQUAD 2011 2 weeks THE COKE HIT MACHINE What’s your score?Thursday 27 May 2010
  21. 21. THE IDEA Be the first to fill up a virtual bottle of Coke using the Coke Hit Machine Facebook application by inviting your friends to increase the level of Coke. HOW IT WORKS Add the application The level of Coke increases The user who reaches the 1 and begin scoring by inviting your friends. 2 for every person who accepts your request and 3 highest level first, wins, making it to the squad. decreases for each decline.Thursday 27 May 2010
  22. 22. BUZZ GENERATION Banner Advertisements, Facebook Text Advertisements, E-mailers are used to drive people to the website. Users share their score on their Facebook profile and help spread the word. DURATION 2 WeeksThursday 27 May 2010
  23. 23. FUN SQUAD 2 weeks 2011 TWICKET TROPHY Twitter+CricketThursday 27 May 2010
  24. 24. THE IDEA Twicket Trophy is about tweeting and re-tweeting ‘Coke Fan 2011’ on Twitter. Each tweet is a run. The first person to score a ‘tweet century’ wins. HOW IT WORKS A 1.5 week build-up Participate by tweeting The first tweeter to score a 1 in the Twitter-sphere leading to the 24- 2 ’Coke Fan 2011’ and get other users to retweet your 3 century (by getting 99 users to retweet his tweet) wins and hour championship tweet. Each retweet is a run makes it to the Fan squadThursday 27 May 2010
  25. 25. BUZZ GENERATION The story is pitched as an innovative form of cricket to be published in dedicated cricket publications (Cricket World and and the sports columns of various newspapers. We then look at and digital marketing websites to highlight the use of Twitter for this challenge. DURATION 2 weeksThursday 27 May 2010
  26. 26. FUN SQUAD 2011 3 weeks TOSS THE COIN Dilli, heads ya tails?Thursday 27 May 2010
  27. 27. THE IDEA Delhi is divided by the toss of a coin where fans log on to a website and flip coins. Gambhir tosses to pick the winning side that takes home the goodies. HOW IT WORKS Log on to Your aggregated Gambhir tosses a 1 and toss a coin 2 score of Heads ya Tails is then emailed to you. 3 coin on the website on the final day. everyday for one week. One side- Heads 4 or Tails takes home the goodies.Thursday 27 May 2010
  28. 28. BUZZ GENERATION The event generates a lot of PR owing to its celebrity value. This Freebies come easy are a definite lure. Banner Advertisements, Facebook Advertisements and social sharing spread the word. DURATION 3 WeeksThursday 27 May 2010
  29. 29. FUN SQUAD 2011 2 weeks MERA NUMBER HIGHEST SMS your scoreThursday 27 May 2010
  30. 30. THE IDEA An SMS-based activation that requires you to rearrange your mobile phone number in the highest possible sequence to be among the top highest 100 numbers from which the winner will be chosen. HOW IT WORKS 1 Rearrange your mobile number to make the highest combination possible 2 SMS your score to a pre-defined shortcode 3 The winner is the highest scorer who makes it to the Fan Squad.Thursday 27 May 2010
  31. 31. BUZZ GENERATION -SMS can be used as a primary mechanism to advertise the contest. -Tie-Ups with mobile phone providers -Hoardings DURATION 2 WeeksThursday 27 May 2010
  32. 32. THE IDEA As many balls as Delhi’s population are planted in the city such that there is one ball for every Dilli-wallah. Find the one ball that will win you a place in the Fan Squad and win goodies on the other lucky balls. HOW IT WORKS The city of Delhi is Hunt for the one with the Log on to www.cokefunsquad2011/ 1 flooded with a million balls. 2 Daredevils autograph that will help you win a 3 to find hints and clues that will take you closer to the place in the Fan Squad. hidden ball.Thursday 27 May 2010
  33. 33. BUZZ GENERATION Radio, Twitter and the Facebook Fan Page will be used to give out constant updates and build frenzy. DURATION 2 WeeksThursday 27 May 2010
  34. 34. FUN SQUAD 2011 3 weeks THE BABY CHEER Dilli’s youngest fanThursday 27 May 2010
  35. 35. THE IDEA The search for the Daredevils youngest fan, by getting little kids to gurgle-cheer. HOW IT WORKS Log on to The cheer is standard- The videos/clippings are 1 babycheer, and post a sound clip/ video of your baby cheering. 2 I’m a Coke Daredevil 3 displayed in the gallery. Users can vote for their The fan with the highest rating 4 favourite video/clipping. 5 makes it to the fan squad as Daredevils youngest fan.Thursday 27 May 2010
  36. 36. BUZZ GENERATION Advertisements on radio, and baby specific website to get attention Adorable video content ensure viral ability. DURATION 3 WeeksThursday 27 May 2010
  37. 37. FUN SQUAD 2011 4 weeks COKE KISSES Good luck boysThursday 27 May 2010
  38. 38. THE IDEA Get the ‘Kitty Party circuit’ to wear coke-red lipstick and send ‘coke kisses‘ as a token of good luck to the delhi boys - team daredevils before IPL4. HOW IT WORKS Identify 25 kitty party Central to this idea is 1 groups in Delhi and invite them to participate by wearing 2 a giant sculpted bottle of Coke which travels 3 As the Coke sculpture travels from party to another, it gets from one kitty Party to covered with Coke CokeRed lipstick on the another over a course kisses. day of their Kitty Party. of 4 weeks. Finally, the Coke Kisses are presented when IPL4 4 begins to the Delhi Daredevils before their first game.Thursday 27 May 2010
  39. 39. BUZZ GENERATION The Trophy presentation is broadcast on TV The kitty party circuit is included in an IPL event. This will naturally generate a lot of publicity. DURATION 4 WeeksThursday 27 May 2010
  40. 40. ADD ON IDEA 1 FAN SQUAD ANTHEM FAN SQUAD Fans contribute one word each and famous ANTHEM Delhi band Indian Ocean uses them as lyrics for the Delhi Daredevils IPL Anthem 2011. Indian Ocean band members HOW IT WORKS Fans contribute one Indian Ocean uses 1 word each on a microsite or via SMS 2 select contributions to compose the DD IPL Anthem 2011Thursday 27 May 2010
  41. 41. ADD ON IDEA 2 DD FAN KIT Rohit Bal, the famous Delhi designer is FAN SQUAD commissioned to create the Coke Fun Squad IPL KIT ‘Kit’. Rohit Bal, Delhi based fasion designerThursday 27 May 2010
  43. 43. THANK YOU.Thursday 27 May 2010