A Conversation with Alison Lewis, SVP Marketing for North America, The Coca-Cola Company
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CM Summit (May 15, 2012)
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A Conversation with Alison Lewis, SVP Marketing for North America, The Coca-Cola Company
- 1. BUILDING ICONIC BRANDS LED BY DIGITAL Alison Lewis 1
- 2. CONSUMER ENGAGEMENT 1980’s 1990’s 2000’s 2010’s 2
- 3. CONSUMERS ARE INCREASINGLY NETWORKED THROUGH THEIR DIGITAL DEVICES 1.6B 1.5B Computers “on-line” Television Sets 5.8B Mobile Phones Source: Morgan Stanley, Wireless Intelligence Report, Computer Industry Almanac 1.8B Smart Phones 3
- 4. AN EVOLVED CONSUMER ENGAGEMENT MODEL TV | Outdoor | Radio | Print | Mobile Brand PR – Print, TV, Radio, Blogs Equipment | Websites | Packages | Distribution Fleet Social Media | In-store 4
- 5. LIQUID &LINKED LANDSCAPE innovate PAID activateOWNED integrateSHARED engageEARNED storytellingCONTENT 5
- 6. 6
- 7. SECOND SCREEN 7
- 8. VIDEO: Super Bowl - Polar Bears Commercials 1. Superstition :30 2. Catch :60 3. Arghh :30 8
- 9. CONSUMER ENGAGEMENT MODEL Earned Earned Paid Paid Shared Shared Owned Owned 9
- 10. VIDEO: Super Bowl Integrated Second Screen Activation 1:52 10
- 11. INTEGRATED CAMPAIGN RESULTS Largest SB Broadcast ever @ 111.3MM viewers Highest HH Ratings for Coca-Cola SB Broadcast Ads – 117MM 2.1MM unique NBC live stream viewers CokePolarBowl live stream 9MM views…averaging 28 mins Largest Social TV event of all time @12.2MM comments within broadcast window 70 MM Pre-Game Impressions 1 Billion Impressions for Coca-Cola 61,783 Online Game Day Conversations +2,069% vs PY Highest recorded tweets/sec @ 12,233 at end of the game 11
- 12. PLACEMENT OF MOVEMENT OF MESSAGES STORIES Message 12