1. Christina Rivette
Jonni Glassman
Rodney James
Alex Kopacka
ADV456

2. CAMPAIGN OVERVIEW
 Our campaign aims to utilize already existing
social media to launch our campaign.
 Facebook
 Coca-Cola has 40.2 million likes and over 540,000
are talking about them
 Twitter
 Coca-Cola has over 500,000 followers, is following
over 67,000 people, and has tweeted over 50,000
times.
 Youtube
 Coca-Cola has almost 61 million video views and
almost 60,000 subscribers

3. CAMPAIGN GOALS
 “Coke Goes Green” Campaign
 To remind consumers that Coca Cola is environmentally
conscious
 Engage consumers with the brand encouraging the growth of a
brand community.
 consumers with the brand encouraging the growth of a brand
community.
 Devised a contest to challenge people to build unique and
personalized creations out of recycled coke cans.
 Submissions will be monitored and reviewed by the company,
 choose the top 10 entries.
 We will then let the people decide which entry deserves to win through an online poll.
 People will be prompted to vote online through social media outlets such as facebook, twitter, and
YouTube. Ideas and some instructional videos will be posted on twitter and facebook to spur participation.

4. SUBMISSION EXAMPLES

5. CAMPAIGN OBJECTIVES
 Engage consumers through social media
outlets, with an emphasis on twitter
 Create hype for the event through online
advertising
 Promote interaction with the Coca Cola brand
 Create an avenue for consumers to interact with
one another
 Remind people that Coca Cola is concerned with
the environment
 Encourage responsible recycling habits
 Promote the growth of an online brand community

6. TARGET AUDIENCE
 Persons aged 18-34
 More inclined to share content online through social
media outlets
 More likely to share content with friends and colleagues
both online and offline
 Our campaign will span a period of two months and
broken down into two parts respectively.
 The first month will be devoted to heavy advertising and
communication through social media.
 The second month will undergo a shift in tone and
focus.
 The second month of the campaign will be focused on the
consumer.

7. SOCIAL MEDIA
Owned Media Earned Media
 Twitter  Facebook Shares
 Facebook  Retweets
 YouTube  Earned Exposure
 Mobile App
Paid Media
 Celebrity
Endorement

8. OWNED MEDIA
Facebook
Promote the contest on Facebook because it is a well-established site & will direct
Facebook friends to the twitter account. By posting daily picture ideas on Facebook, we
hope to generate possible ideas to the contestants.
Twitter
By committing to 30 tweets per day: 10 original tweets, 10 Retweets, and 10 replies; Twitter
followers will have the opportunity to communicate and interact with the company, in
return, building brand loyal consumers. To be entered into the Coca-Cola contest, users
have to submit videos and pictures via Twitter with a hashtag #CokeGoesGreen
Youtube
Contestants will be able to submit “How To” videos of how they chose to creatively recycle
Coca- Cola cans/bottles. Celebrity Endorser, Taylor Swift, will also be featured on YouTube
promoting the campaign and gaining followers with her connections.
Mobile App
Will create a new tab where users can easily sync Twitter and Facebook to upload videos
and photos via the mobile application

9. PAID MEDIA
•Celebrity Endorser
•Taylor Swift
•Over 21.5 million followers on twitter, 36 million
likes on Facebook, and over 3.5 million
followers on Instagram
•Taylor will be the face of the campaign and
will be included in the initial launch
commercial.
•She will also be using her vast social
media reach to spread the word about our
campaign

10. EARNED MEDIA
Facebook
Facebook users will be able to upload their pictures and have their friends
leave comments and like their ideas.
Twitter
Twitter users will be able to interact with other users including our celebrity
endorser Taylor Swift by using the #CokeGoesGreenhashtag.
Youtube
Consumers will be able to upload their how to videos onto YouTube and
share them on their Twitter, Facebook, and the mobile app.
Mobile App
There will be a portion of the Coca-Cola mobile that will be built out for this
specific campaign. Consumers will be able to upload video and pictures to
the Coca-Cola mobile app.

11. PRIZE
• Top Ten Finalists will
be chosen
• The finalists will be
posted on twitter and
facebook and
consumers will then
vote on the selected
finalists
• The contestant with the
most votes will win a 30
second commercial that
will be launched
nationwide promoting
Coca-Cola’s efforts to Go
Green with Taylor Swift.