“Move to the beat “

Coca- cola 2012 Olympic games

Campaign

By – MEGHA MALVIYA

BRIEF INTRODUCTION

o An enduring classic that has evolved over its 127 years, Coca-Cola remains the most recognizable—and one of the most valuable—brands in the world.

o It was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia in 1886.

o The Coca Cola formula was concocted in a three legged brass kettle in his backyard.

o The bookkeeper Frank Robinson suggested the name coca cola.

o The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886.

• Coca-Cola is a carbonated soft drinks sold in stores, restaurants, and vending machines throughout the world

• In 2013, Coke products could be found in over 200 countries worldwide, with consumers downing more than 1.8 billion company beverage servings each day.

• Muhtar Kent is the current CEO of the company coca cola

• Coca-Cola was named Creative Marketer of the Year at the 2013 Cannes Lions International Festival of Creativity

Objective of move to the beat Campaign

Coca cola campaign

To bring teens closer to the Games and to sport in general,”.

objective

ENGAGE

TEENS

Bringing the social side of the Olympic

Games to them

“Move to the Beat was all about getting teens excited about London 2012 by tapping into their passion for music and fusing it with sport,” .“The Beat Wall used urban culture to excite and engage teens and was a really cool way of inspiring teens to get involved with the London 2012 Olympic Games.”

BEAT WALL

The Beat Wall is situated in Hackney, East London, the 25 meter wide by 10 meter tall artwork --- created by photorealist Neil Edward, Hadley Ever and Sam Bates.

London 2012 campaign was a bold new way of coca- cola to create stories that teens would love and that they would want to share.

The Move to the Beat television commercial, was broadcasted across Europe and the globe.Demonstrated how

Grammy award-winning producer Mark

Ronson traveled the world obtaining

inspiration for the anthem by meeting inspiring athletes to record the sounds of

their sport

MOVE TO THE BEAT CAMPAIGN

Strategy & Execution

Linked

2 basic principles

Liquid

Liquid refers to the fact that the content needs to flexible and able to

filter down through all areas of the brand’s marketing activities, but it

also needs to be linked together

Main strategy - Regardless of the channels used - whether it’s

social, mobile or TV – there has to be one ‘north star’ idea that links it all

together

TAG line used –

We start with what we call ‘one big, fat, fertile idea’. If you start with that at the

center, it can flow down through all other platforms.

Execution

The creation of the anthem was made into a feature-length documentary,

Other digital platform and a number of interactive apps were created, which enable teens to collect beats, create personalized beats and gain access to content, prizes and coke events.

The Beat Wall was created so that visitors to London's Olympic site could climb and create beats with, as well as getting a view across the Olympic village.

Campaign executed -5 key elements: A feature length documentary, the song, TV commercials, Beat TV, and a series of digital/mobile apps called 'The Global Beat'

Main execution February 2nd 2012

Results

There were more

than 25 million

video views in

total across

desktop and

mobile

1,220 people

subscribed to

the channel

Coca-Cola

attracted an

additional 1.5

million Facebook

fans and 21,000

Twitter followers.The campaign

achieved 245

million search

impressions,

461,000 clicks &

a CTR of 0.2%

Move To The

Beat was

mentioned

246,000 times

on FacebookCoke was the

second most

talked about

brand during

the Games

It achieved 242

million social web

impressions, 39

million

impressions on

Facebook

546,000 impressions on

YouTube and Beat TV

Learning

o The importance of relevant contentCoke provided teens with five different ways to create and submit to the Global Beat to ensure an inclusive digital program that was technology agnostic

o Use the right platform for the market/use caseCoke set up a global SMS platform for its marketers to engage more directly with teens. It achieved a 44% response rate and 250,000 registered users, so there are plans to develop and invest in this channel for future campaigns.

o Social listening and real-time content adaptionBeat TV showed the value of adapting content based on real-time feedback to help them maximize the role of paid and social media in the campaigns performance

o AmbitionBased on the success of the campaign, Coke intends to be ever more ambitious and evolving based on digital trends

o Lay good foundationsAmador said the campaign proved to have an excellent impact on SEO. It ensured that traffic from search increased by 2,900% between May and June, representing 15% of total traffic

Conclu

sion The campaign

was a huge

success

Activated in more than 110

countries, included 60

different types of content

It was concluded that no single medium is as

strong as the combination

of media

Reach, engagement, love and value were the markers of

success

None of there plans were

simply social, or TV, or mobile or

experiential.

Success was the combination of owned, earned, shared and paid

media connections

With social playing a

crucial role at the heart of activations

What came out was a lot of content, with

digital at its heart. They wanted to create

engagement through storytelling, so

broadcasted it through social, desktop, mobile

and search.Coca- cola

became the

most talked

about brand in

the games

Thank you