Alex Johnson Ciera Strobel Kristina Keeling Kortney Wilson Philip Snipes

Group 2

AKKPC Advertising Agency

Coca-Cola Integrated Marketing Campaign“Goat you a Coke”

Coke is capturing love and spreading it through their new campaign.

Brand● Coca-Cola is the world’s largest beverage company providing refreshments to consumers in over

200 countries since 1886.

● Coca-Cola ranks as the number one source of a variety of sparkling drinks, juice, ready-to-drink coffees, and classic coke.

● With every drink joy is brought with a refreshing coke. Coca-Cola will always be a classic.

● We are now broadening our market to younger groups of consumers and have begun to capture their attention. Coke is now using fun social media memes to capture the attention of younger millennials. Coke will always be a classic choice and it can be a choice for the younger crowds also.

Purpose Statement

The purpose of this marketing communication message is to convince teens, ages thirteen to seventeen, that drinking Coca-Cola products such as Coke will benefit them more than drinking just any sparkling soda product because Coca-Cola is centered around the idea of sharing with friends and loved ones. The brand of Coca-Cola is more than just an enjoyable refreshment, it is the friendly bond between oneself and others.

Social media is filled with memes (photos with text that display humorous messages rapidly over social media such as Twitter, Facebook and Instagram).

Cute animal jokes, memes, and webpages have filled the internet. There are Twitter accounts dedicated to adorable photos of animals.

Coke is using these types of media to capture the attention of young teens.

Abridgment

DemographicsCoke’s target demographic market is young teens from ages 13-17 who are from middle class families. This age group is a great market to target to create a brand preference for years to come. Middle class families purchase more coke products than other classes. Coke offers this demographic a crisp, classic, refreshing drink.

Media Outlets

Television AdvertisementExperiential Event

BillboardWebsite

Social MediaRadio Script

TV Storyboard

TV Storyboard

Experiential EventCOKE is having a STREET PARTY! There will be PRIZES, GAMES, and don’t worry, there will be COKE’S TO SHARE. Come meet Henry and Zoë, the goats from the Coke advertisements! They GOAT you a COKE.

The experiential event will be sponsored by Coca-Cola. This event will be held in New York City, New York, Los Angeles, California, Dallas, Texas, and St. Louis, Missouri. Prizes will be Coke memorabilia like Coca-Cola T Shirts, Coca-Cola coupons, and one lucky teen from each city will win a $500 scholarship from the Coca-Cola Scholars Foundation for the best promotional tweet or blog about the event.

Coke Sharing the love at the Experiential Event

Experimental Event poster

Billboard

Web Site Our website is a means for customers to find out more information on Coca-Cola and to see what events and promotions are going on. We integrate many recognizable images into the campaign, We Goat You A COKE.

Social Media

Coca Cola is focusing their social media outlets to better display their name on Social Media. Coke is emphasizing the sharing of coke with the ones you love and care about. Coke is focusing most of their attention to Twitter because this is the social media outlet the majority of teens spend their time on.

● Coca-Cola posted fun recipes to make with Coca-Cola.. ● Coca-Cola started the #ShareACoke● Coca-Cola promoted teens to tweet about the company, sharing of coke with loved

ones, their favorite Coca Cola recipe. The teen with the best promotional tweet wins the scholarship at the experiential events.

● Coca-Cola used social media platforms Facebook, Twitter and Instagram to promote their street party.

Social Media

Social Media

These recipes were promoted through Facebook and Twitter. They were also featured in the Journey/Recipe tab on the Coca-Cola website.

Social Media

This blog post was used to promote the World of Coca-Cola as a great weekend get-away. This post was promoted through Facebook and Twitter. This blog was also featured on the Coca-Cola website.

I GOAT YOU A COKE, JK it’s a flower.

Radio ScriptNarrator: Back in 1886 when Coca-Cola was first invented, it sold at the local convenience store for JUST a nickel!!! I know what you’re thinking, back then you could have bought 20 cokes for just a dollar! Fast forward to today; you can STILL find this crisp refreshing beverage at your local convenience store for a low price. So get on out and have an adventure while it’s still summer because… ‘ I goat you a Coke (goat sound in background)’ Find us on Facebook and Twitter @Igoatyouacoke!

Listen to our Radio Ad at: https://soundcloud.com/user650200763/coke-radio-ad