My Story in London---Digital Campaign for Coca-Cola

Xin Tian07/31/2012

Introduction• Coca-Cola, a world

famous soft-drink, manufactured by Coca-Cola Company since 1886

• Various cola drinks under the Coke brand name

Target

Coca-Cola mainly target young people and use IMC to connect with customers.

Slogan: Open Happiness

Social Media

Youtube Channel:Facebok:

Existing Campaign Olympic Beat, themed at 2012 London Olympic

Games, asking customers upload their music to cheer for the Games.

New Campaign

• My Story in London

• Target young people who are social media users and Olympic fans

• Ask people to share their stories in London via social media

Internet Marketing

SEOSEMSocial Media: – Blog– Facebook– Youtube– Twitter

BudgetPPC

Google AdWord --- “My Story in London”Social Media– Blog– Facebook– Youtube– Twitter

Budget: $50,000 per month

In July and August

ExecutingBlog / Facebook

Share stories and picturesYoutube

Share short VideosMobile

Users can download mobile apps and share their stories

Thank you!