Christina RivetteJonni Glassman

Rodney JamesAlex Kopacka

ADV 456

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

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.

SUBMISSION EXAMPLES

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

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.

SOCIAL MEDIAOwned Media

TwitterFacebookYouTubeMobile App

Paid MediaCelebrity

Endorement

Earned MediaFacebook SharesRetweetsEarned Exposure

OWNED MEDIAFacebookPromote 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.

TwitterBy 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

YoutubeContestants 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

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

EARNED MEDIAFacebookFacebook users will be able to upload their pictures and have their friends leave comments and like their ideas.

TwitterTwitter users will be able to interact with other users including our celebrity endorser Taylor Swift by using the #CokeGoesGreen hashtag.

YoutubeConsumers 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.

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.