imedia brand summit - my coke rewards overview
TRANSCRIPT
SAFEWAYOctober 2, 2008
2009
How Coca-Cola is Blurring the Lines Between
Online Advertiser and
Publisher
Today, competition is at an all time high
Relevance of message drives behavior
Value in on-going customer relationships
Untapped value across our business
4 Million people watch a movie
while sipping on a Coke
25 Million people buy our
products in bottle/can
20 Million people buy Cokes form
vending
Coke trucks travel over 1 Million miles
1 Million attend, and 4 Million watch
(on TV) a sports event we sponsor
30 Million people eat and drink Coke
products30,000+ People work in the Coca-
Cola System
Millions of page views
20 Million people see our
advertising
ENTER
CODES
FROM
PURCHASE
PULSE
PROGRAMS
& PROMOS
REGISTERPURCHASE REDEEMConsumers can
spend their points in a
variety of ways
DRINK AND
ENJOY
Fun content drives consumer engagement
Strong partnerships drive consumer value
October 2, 2008
Consumers identify tools and experiences they want…
…resulting in strong consumer connections
Consumer connections create huge value
Impact on imagery
and advocacy
of our brands
BRAND HEALTH & ADVOCACY
Creation of valuable, measured
media
MEDIA VALUE
MARKETING PRODUCTIVITY
Productivity savings +
revenue generation
VOLUME EFFECT
Change in consumer purchase behavior
And, brands and partners asked us for even more…
Source: Yankelovich MONITOR 2008/2009
Coca-cola
Large, national retailers
Health insurance providers
Large manufacturers
The federal government
Investment companies
Credit card companies
The media
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
I trust these institutions or companies a great deal/mostly to be honest and fair:
People trust us and are willing to tell friends
Worldwide experience in online “publishing”
www.americanexpress.com
www.pampers.com
www.wachovia.com
www.walmart.com
Some Publisher/Advertiser Examples Existed
www.CVS.com
Offers were already integrated with content
Significant steps were required to transition
Technology
New site development
Ad serving technology implemented
IAB compliant ad units integrated for internal and external needs
Targeting integrated into ad serving strategies based on registration data
Large, coordinated ad formats
Rich Media opportunities
Structure
Internal re-organization around content and partners
Consultative approach to meet partners’ business objectives
Integrated experiences can be created
Sweepstakes
Rewards
MCR Points for partners
Development of richer content areas
Significant steps were required to transition
Launch of My Coke Rewards 3.0.2
PRIOR STATE
INITIAL TEST
EXPANDED TEST
ROLL-OUT
FUTURE STATE
A comprehensive test plan was established
?
Key lessons to be shared
Focus on business objectives
Branded content should exist in multiple formats
Balance business/partner needs with consumer
value
Do the math (then do it again, and again)
Know what business you are in
Realize amount of work required
Multiple insights from journey
We are living in interesting times
Future Look For Agencies…
Today brands require new and innovative business solutions
beyond simple selling and buying media
Evolutions in social media are enticing development of brand
communication channels/platforms which may be managed in-
house
Historical roles are blurring - an exciting time to partner, build and
innovate in digital space regardless of your company “role”
The groups which innovate in these areas, regardless of their
historical roles, will likely be rewarded for their efforts
We are living in interesting times
Future Look For Brands…
Historical roles are blurring - an exciting time to partner, build
and innovate in digital space regardless of your company
“role”
Complexities of these type of programs require a wide range
of agency and supplier partners working in collaboration
Becoming a “publisher” can offset existing costs, but there is
much work to be done internally
There is value when multiple brands are associated with each
other before consumers in the right setting
SAFEWAYOctober 2, 2008
Q & A