Coca Cola India FIFA World Cup ‘14

Group: 8

Harish Narayan harish.pgpm15c@greatlakes.edu.in

Manikandan R manikandan.pgpm15c@greatlakes.edu.in

Karthikeyan M karthikeyan.pgpm15c@greatlakes.edu.in

Siddharth A siddharth.pgpm15c@greatlakes.edu.in

Madhumitha L Reddy madhumitha.pgpm15c@greatlakes.edu.in

Venkatesh KG venkateshg.pgpm15c@greatlakes.edu.in

Kasi Viswanathankasi.pgpm15c@greatlakes.edu.in

Anandh M anandh.pgpm15c@greatlakes.edu.in

Neelima Vegesnaneelima.pgpm15c@greatlakes.edu.in

Venkataraman M venkataraman.pgpm15c@greatlakes.edu.in

Key Campaigning Entities

The Samvaad Live-wire Room – To propagate strategic messages through brand convergence

Editorial Team consisted of 5 users & 20,000 followers (for apt content writing)

Content Curation Team – To make dynamic real-time content writing on various social media

The Advocates – 200 users picked having around 2,499n followers (To build virality)

Introduction

• FIFA World Cup 2014 which was held in Brazil needed more innovative social media campaigning in India as India had more Cricket followers

• Coca Cola campaign was spread over a period of 6 months

• Objective: Maximize conversation & capture new set of audience during each sub campaigns

• #WorldsCup – Introduced to make the campaigning open for all football lovers irrespective of the teams they supported

• Success was measured by the impact it created and the lives it touched

Key Campaigns

Coca Cola Trophy Tour

Objective: To bring the Indian football fans to the centre of action and live the brand’s ‘open happiness’ promise by kindling their passion

To generate positive buzz across multiple social media channels with just 4,00,000 rupee!

Coca Cola social media centre (Samvaad) was set up to shortlist candidates based on the liking for football and Coca Cola

Helped reach 150 million impressions

Key Campaigns (Contd.)

#WorldsCup

12 hour close strategic interaction assessing the people sentiment and posting contents accordingly

Helped reach 177 million impressions & 200,000 fan interactions in 1 single day

In addition many other hash tags targeting different segments of people was devised -#OpenHappiness , #FootballWithCoke , #SemisWithCoke & #FinalsWithCoke to mention a few

Key Campaigns (Contd.)Coca Cola Happiness Flag

Mission: To create world’s largest photo Mosaic to create a crowd-sourced symbol blending creativity & technology to unite the world

Target: To receive 10,000 entries from India

Strategy: Generic interactions of football lovers were observed and based on that information, content was conveyed on happiness flag campaign

Results: 13,000+ entries from India even though Indian team was not a part of it

Key Campaigns (Contd.)

33 Day World Cup Marathon

250 tribes with minimal overlap between the network was selected

Emphasized on Content, Conversation & Response Strategy

Emphasize on understanding consumer based on demographic, interests and based on certain key words

Subsequent posts based on the response got from people (based on comments/page visit/ number of likes over the period of time)

Overall Strategy

3-Tiered advocate program devised to create Virality

250 social users picked to create buzz in various social media platforms

Content Strategy - A series of content on Football related fashion and hair-do, match highlights propagated

Leveraging the brand ambassadors by conducting periodic quiz and keeping them engaged

Other Channels

Television (Awareness) Activation Social Radio/OOH/Print Digital

Promotional activity through global news channels – CNN IBN to influence opinion leaders

Promotion in West Bengal newspaper headlines – Sangbad Pratidin to get more penetration

West Bengal Franchise - live screening the matches which attracted 1000s of audiences everyday

NKA Acts – Tesco did nation wide promotion of coke during FIFA across all Star Bazaars

Predict the winners contest to drive excitement

CBO – Campaigning done in 5 states in two phases by providing samples to college going youths and QPDS program to increase volumes

Results

In FIFA 2014 World Cup, Coca Cola became the most recognized brand creating 6 billion impressions

In Twitter, positive brand sentiment increased from 6% to 18% in the month of June

Social purchase and attachment for the brand increased by 600%+ over a month period

Suggestions

Fantasy League – Similar to Super Selector or Fantasy Premier league

FIFA online game – Unveil scheduled games only on match day, so that fan following will be more

Award Twitter users for most retweets with #WorldsCup hashtag

Come up with official memes and spoof videos on important moments of the concluded match so that it goes viral

Conduct campaigns using mobile apps which is growing at a rapid phase

Promote on T-shirts & pullovers to drag the attention of non-football followers

Thank You!