adv final
TRANSCRIPT
Kathryn FosterADV420-Final Project
The Big IdeaGoal:To increase awareness of “My Coke
Rewards” campaign for Coca-Cola
How?
Indicate target market for media strategies
Promote MyCokeRewards.comusingsocial
media and internet/mobile marketing
Create a working budget
My Coke Rewards: How it
Works
Double labels on all plastic bottles
Consumers peel the label to find My Coke Reward points and a graphic of the prize they could win with more
Reference pointing to MyCokeRewards.com
Attracts to website and offers incentive to research the brand and campaign
Target Audience
Considered an “American Brand”, despite being sold in more than 200 countries. This campaign will be designed to target American customers
Primarily Market: ages 13-18
Secondary Market: ages 19-24
The Stalwart Group sums up the youth market:
“Identifies with music and social media, oversaturated with media, agrees that advertising is the way to find out about new products, and believes multi-tasking is wonderful. Social media is key”
“Defined by expressionism and optimism”
Social Media
Primary tactic for advertising and optimizing My
Coke Rewards
Use of Facebook and Twitter to gain the attention
of the target media
Use of visual photos to attract audience stimulated by
expression
Updates on new prizes and sweepstakes
Increasing followers
Engaging with the public to find out the most desired
prizes by consumers, what’s working and what’s not
Internet MarketingIncrease SEO for MyCokeRewards.com with key words:
coke rewards, coke products, Coca-cola, coke
rewards codes, my coca-cola rewards
Slogan for Internet Marketing:
“Win Big with My Coke Rewards
Sweepstakes & Rewards, or Donate
Grab your favorite beverage & win coins
www.mycokerewards.com”
Design Strategy:
Bright colors to attract target audience
Originally Designed Set of Ads
for Social Media Campaign
More Original Ad Designs
Budget
“And Coca-Cola said it would reduce business
costs $550 million to $650 million by the end of 2015 and reinvest the money in areas like
marketing and building brands”
More than 2.5 billion on advertising
CPC for ads using Google AdWords
Set daily budget to control how much to spend,
adjust bids to trump competition, create more
ads to be consistent in relevance
Mobile Strategy
QR codes on packaging
QR codes on My Coke Reward labels to scan
directly to MyCokeRewards.com for information
on brand products and prizes
MyCokeRewards.com mobile app. with daily
updates