Coke Zero Marketing Insights

Coke Zero Agents• Launched prior to movie release fall 2012 on the Coke Zone blog

•“Coke Zero Agents” received daily challenges

• Ten agents selected each day to attend a VIP screening

• Contestants have a chance to win a variety of Sony products

• Use the hashtag #CokeZero007 on Twitter to get involved

Unlock the 007 in You Campaign

• Launched on YouTube October 18, 2012

• Antwerp Central station in Belgium

• Unsuspecting travelers are prompted with a question at a Coke vending machine:

Want a chance to win exclusive tickets to Skyfall?

70 second challenge to race through obstacles to platform 6

Unlock the 007 in YouConsumer Reactions: YouTube

• 9.6 million views total• Top demographic: Males 35-44• 58,322 Likes • 1,404 Dislikes

Unlock the 007 in YouConsumer Reactions: Reddit

• Post submitted on October 19, 2012 the same as the launch date. http://redd.it/11qqpm

8,779 up votes and 6,311 down votes

Unlock the 007 in YouConsumer Reactions: Quotes

“Since Coke Zero has not only invested in reach but also in creating mutual beneficial relations with their fans, they have established powerful owned media channels and opt-in CRM bases.”- Viral Blog http://ow.ly/gBezg

“Coke Zero's Skyfall activitaton is the best I have ever seen!”- Anant Rangaswami http://ow.ly/gBgdd 11 Retweets and 9 Favorites

“That Coke Zero / Skyfall video 'viral'. Staged IMHO (thus not the Real Thing, ironically). What do you reckon?” - Simon Sanders http://ow.ly/gBgvD1 RT

“Great campaign from #coke & #jamesbond, tapping into every man's secret desire to become a secret agent! #CokeZero007”

- Christien Smejahttp://ow.ly/gDQDa

“The James Bond franchise has often been compared to that of Coca-Cola’s, and both are viewed as two formulas that just keep working. With the longevity and histories of both brands being what they are, a cross over like this seems inevitable and, ultimately, a whole lot of fun!”

- Fashionoteshttp://ow.ly/gDTMb

• Artist and entrepreneur

• Colin found the Skyfall and Coke Zero video via Reddit. He shared it on Twitter then created a remix using a cover from popular musician Only1noah

• Coke Zero Skyfall Trailer Remix created by Colin Winter featuring Skyfall cover by Only1Noah: http://youtu.be/_F8BgJ6oV7I

• 7,534 Views with 161 Likes

Unlock the 007 in YouCampaign Influences: Colin Winter

Unlock the 007 in YouLearning’s & Recommendations

• Positive response

• More conversations about the “Bond experience” than the prizes (Sony prizes and Bond tickets)

• Campaign appealed to target market (men)

• Inspired creative conversations from individuals across the web

Unlock the 007 in YouLearning’s & Recommendations

• More authenticity: many individuals complained that the video used actors and not real people

• Reach out to Coke Zero lovers with exclusives about the campaign first

• For future cross-promotional campaigns, identify brand enthusiasts and reach out to them with big news before it is released to the public

Coke Zero Sentiment on Social Media

+ Positive• Enthusiastic• Drink numerous cans per

day• Love the Coke Zero brand• Love the product branding

- Negative• Complain about the ingredients• Complain about taste• Prefer Diet Coke• Prefer Pepsi One

Coke Zero Sentiment on Social Media

Tweets: @aewsomeAlternate reality Coke Zero for all you sad, sad

Fighting Irish fans. http://instagram.com/p/UUEmk0jRiQ/

ScrubsandPearls @ScrubsandPearlsRoomie made me cinnamon rolls and brought me

Tylenol and a huge coke zero. She spoils me.

Tumblr:56 notes (reposts)

Blog Quotes:But I love my Coke Zero irrationally and without any sign of abating. There are some things that aren't worth fighting. – Girlonthescene, Nov. 2012

First thing you reach for when you open the fridge: Coke Zero. Or, Cherry Coke Zero if I was lucky enough to find it! – Krystal’s Kitsch, January 2013

Coke Zero Influence: Conan O’Brien

On January 8, 2013 Conan O’Brien made a joke about Coke Zero and Zero Dark Thirty.

This post influenced:

• Hundreds of comments

• 525 shares

• His joke has gone “viral”

Coke ZeroCurrent Trend: Zero Dark Thirty

In anticipation of the Zero Dark Thirty movie release on Friday, January 11th (and possibly inspired by Conan O’Brien’s joke).

Coke Zero enthusiasts are using different play on words to incorporate Coke in the movie title.

This offers feedback about what consumers want to see for future Coke Zero promotions.