Coca Cola: Brand Perception

Open Coca-Cola, Open Happiness
Delebarre – Foillard – Cissé - Bellanger

Presentation of the brand and its image before the campaign
• Multinational beverage corporation and manufacturer
(inover 200 countries)

• 49 consecutive years with increased dividends • 1.7 billion servings each day • Coca-Cola’s mission: ”At the Coca-Cola company, we strive to refresh the world, inspire momentsof optimism and happiness, create value and make a difference.” • Coca-Cola’s values:
o o o o o o o Leadership Collaboration: Integrity Accountability Passion Diversity Quality

Objectives of thecampaign
• Objectives of the Campaign :
o Build ‘brand love’ and loyalty for Coca-Cola amongst an audience of 16-25 year-olds . o Drive engagement amongst youth audiences.

o Prove that Coca-Colabrings happiness.
o To build a new Coca-Cola brand perception. o Create creative marketing activities for online distribution.

• Two different marketing activities to support the brand :
o TheHappiness Factory Game o The Happiness Machine

New Brand perception : Mental Map
Happiness Having a good time Youth

Friends

Game

Cool Generosity

Fun

First activity : The Coca-ColaHappiness Factory
• The principle :
o Since 2006  in 2009, third iteration of the Happiness Factory microsite. o Social media and gaming experiences o Visitorstook on the role of the HappinessFactory’scuddly band of workers

• Means :
o A microsite o Banner advertisements and co-marketing on partner websites. o MSN Messenger games , Xbox Live dashboard ads, an iPhone application.Evaluation, Results and success of the Happiness Factory
• How did they want to evaluate it ?
o o o Check the number of visitors, gameplays, downloads... Repeat visitor rates Social interactions betweenplayers

•

The results :
o o o o Received over one million visits to the microsite in the first six months. 813,000 MSN Messenger game matches in the first month after launch. Over 915,442...