Coca-Cola Amatil Digital MarketingiStrategy - Melbourne, 2011

Outline

• Introduction to Coca-Cola Amatil

• Case Studies

• Key Areas of Focus for Digital

• Key Trends/Challenges

Coca-Cola Amatil• One of the world’s largest bottlers of non-

alcoholic ready-to-drink beverages

• Pacific Beverages is a 50/50 joint venture with SABMiller, one of the world’s largest brewers

• Operate in 5 countries with + 15,000 employees

•  CCA bottles and distributes a number of world-leading brands under license from

The Coca-Cola Company

• Owned beverage brands include: Mount Franklin, Grinders Coffee, Deep Spring and Kirks

Location Based Marketing (LBM)/Mobile

LBM Case Study #1 – The Coke Machine FairyQ: What was the Coke Machine Fairy?

A: Mobile, social media promotion that turns getting a drink from a Coke vending machine, into a game.

Integrated Digital Campaign

The Results – Social Media

• CTR from Facebook ads: 0.115%

• CTR from Mobile ads 1.09%

• Mentions in social media: 1,526

• Estimated reach via Twitter: 800,000 to 900,000

The Results – Social Media

The Results – Social Media

Mobile Case Study #2 – Sales Lead Generation

Driving Efficiency for Our Customers

Efficiency Case Study #1 – MyCCA Customer Ordering Portal

• May 2009, launch, offering online ordering & payments

• 2010 - 85,000 orders online from National and Key Customers

• June 2011, iPhone and iPad launch

• Approximately 3k customers use MyCCA as their primary ordering method

Cashless Vending and Design Innovation

Cashless Case Study #1 - Vending

• Digital vehicle to leverage the growth in cashless payments

• Developed as a key point of differentiation and reduce barriers

• Provides a platform for continued digital innovation within the vending space

Design Innovation Case Study #2 – Neverfail Art Coolers

• Designed to change the perception and create a point of differentiation vs. competitors

• Custom solution for organisations to “brand their own”

• Expand in collaboration with artists, leveraging social media

Key Areas of Focus for Digital

Distribution Channel Expansion/Testing

Contextual Relevance in Marketing Communications

Vending Innovation

Mobile Payment & Applications

Analytics/Digital Production Efficiency

Key Trends/Challenges – 2-3 Years• Social/F-commerce to evolve

• Buying behaviours are changing:

• New challenge: online driving to offline channels – “click & pick”

• Mobile commerce & information overlay• Multi-channel approach to all projects

• Brands to play a greater role in content

• Cost per acquisition vs. lead model

• Collaboration with customers, consumers, partners and suppliers to drive innovation

• Continue to look within and outside your industry for opportunities, best practice and inspiration!

Thank You!Matthew.Nixon@ccamatil.com