Coca-Cola: Driving global digital conversations in real-time November 2014 @jenamiller

93 Million100 Billion

Smart MachinesProgrammed WorldNew Visual EcologyGlobally Connected

The World has Changed.

Our Work must Change.

COUNTRIES 207 PRODUCTS 3,500

PEOPLE 700,000 RETAILERS 23,000,000

FANS 85,000,000 SERVINGS/DAY 1,900,000,000

THE WORLD’S MOST SOCIALLY DISCUSSED BRAND

INSERT  FAMILY  TREE  

WWTTSN?

BLOGTOGRAPHER

FAN LOVE

BEST OF

TRIVIA

MISSIONS

LOCAL

SCEN

ES

EPIS

OD

ES

NEWSROOM REAL-TIME REPORTING & AMPLIFICATION

SOCIAL DECORATION KIT

MANIFESTO BTS MANIFESTO CHARACTERS

SPETO BACKSTORY

GLOBAL ANTHEM REMIX

SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG A

CTS

M

ILES

TON

ES

9/16 TROPHY TOUR LAUNCH

SOCIAL GAMING GLOBAL LAUNCH

FWC QUALIFIERS

12/6 FWC DRAW

6/12 FWC OPENING

7/13 FWC FINAL

HAPPINESS FLAG UNVEILING & DIGITAL FLAG LAUNCH

#WorldsCup VISUALIZATION GLOBAL LAUNCH

SOCIAL GAMING EUROPE LAUNCH

SOCIAL GAMING BRAZIL LAUNCH

HAPPINESS FLAG ACTIVATION

WE ARE ALL FANS

LET’S MAKE SOMETHING TOGETER

LET’S PLAY TOGETHER

LETS CELEBRATE TOGETHER

I AM A FAN

MANIFESTO FILM LAUNCH

GAMETIME FILM LAUNCH

GLOBAL ANTHEM LAUNCH

GREAT MOMENTS IN FAN HISTORY

WWTTSN ECUADOR WWTTSN TURKEY WWTTSN GERMANY WWTTSN JAPAN

DIGITAL JERSEYS

HAPPINESS FLAG MOMENTOS

WWTTSN BRAZIL

DRAW MADNESS FAN AS ART FAN MASH UP FAN REMIX HAPPIEST FANS

(SOCIAL GAME) FANS UNITED

ONE SHINING MOMENT PREVIOUSLY ON PREVIOUSLY ON PREVIOUSLY ON PREVIOUSLY ON PREVIOUSLY ON PREVIOUSLY ON PREVIOUSLY ON PREVIOUSLY ON PREVIOUSLY ON

BRAZIL LEGEND WORLD’S CUP FACTOIDS FOOTBALL TRANSCENDS WORLDSCUP TRIVIA

LOCAL PROMOS REVISIT MANIFESTO CHARACTERS

TROPHY TOUR

SUPERSTITIONS

FAMILY FANDOM AT THE GAME DRAW ACTIVE LIVING

SEASONAL I’M ROOTING FOR

INNER BRAZILIAN TOGETHERNESS

STREET GAME PICK UP GAME

TEAMMATES MY JERSEY

MY PITCH TEAM COLORS

JOURNEY TO FWC McMISSIONS

IT’S GAMETIME! GAMETIME RITUALS GOL!

FROM FANS TO FRIENDS

MO

MEN

TS

ROCKIN’ RIO

CAMPAIGN LAUNCH PRESS EVENT

Listening at every level to inform our global voice

Listen Identifying the right

time to talk

Analyze Moving beyond

the ‘Like’ to the Love

Engage

OUR GLOBAL NETWORK

GLOBAL STRENGTH

GLOBAL AWARENESS

GLOBAL PREDICTIONS

GLOBAL STANDARDS

GLOBAL CONSISTENCY

SCIENCE + ART + COMMUNITY

1.  Benchmark data to understand and act

2.  Visual content creation & insights

3.  Connected community for scale

#act

#SpeedTrumpsPerfection

#SELFIE

#ROYALBABY

#MANDELA

#TRANSFORMATIONTUESDAY

#SpeedTrumpsPerfection

#CASESTUDY

1.  Benchmark data to understand and act

2.  Visual content creation & insights

3.  Connected community for scale

#AMERICAISBEAUTIFUL

#AMERICAISBEAUTIFUL

Critical Decisions January 20- February 7

STEER THE CONVERSATION

Big Game to Sochi: 2014

Big Game - Hourly Sentiment and Benchmarks

STEER THE CONVERSATION

Critical Decisions January 20- February 7

SCIENCE + ART + COMMUNITY

1.  Benchmark data to understand and act

2.  Visual content creation & insights

3.  Connected community for scale

We could have one thing in common, and it could be that we all like drinking Coke.

- Sushmitha, #AmericaIsBeautiful Singer  

“ “

Thank You