pepsi vs coke 2.0 the battle for creativity
DESCRIPTION
Crowdsourcing Video Talent. Presentation given to the Chartered Institute of PR Annual Conference in London, November 2012. If you need video, try http://www.thecreativegrid.com who are a network of the best new filmmakers around the world, created from this work. Discussion about how Pepsi and Coca-Cola, two arch-rivals, have approached social media and crowdsourcing with examples from Pepsi Films and Coke's social media campaigns. Includes some of the best crowdsourced videos we've seen to date. Ralph Cochrane is the founder of loudSource. See http://www.ralphcochrane.comTRANSCRIPT
PUTTING EMPLOYEES FIRSTCIPR INTERNAL COMMUNICATION CONFERENCE
Ralph Cochrane@ralphcochrane
Coca-Cola vs Pepsi v2.0 The Battle For Creativity
Coca-Cola $35Bn in Revenue
Coca-Cola’s $35.1 Billion in revenue makes it the 84th largest economy in the world. Just ahead of Costa Rica
Pepsico has 22 $1Billion brands including Pepsi, Tropicana, Lays (Walkers) and Quaker.
Pepsi’s $1Bn Brands
The world’s biggest advertisers
Coca-Cola spends more on advertising than Apple or Microsoft combined$2.9 Billion (2010) vs Microsoft $1.6 Billion (2010) and Apple $691 Million (2010)
Part of our popular culture
1975 The Pepsi Taste Challenge
Consumers showed a definite preference for Pepsi over Coca-Cola
New Coke - Disaster
• 1983 New Coke• Marketing disaster• People hated it• Preferred the Old Coke• They also hated being
told what to do!• In 1985 Coca-Cola
reversed it’s decision continuing to serve what is now called “Coca-Cola Classic”
@ralphcochrane
• It’s not just about the product• Consumers feel an emotional
connection– Where they were– How they feel or felt
• Customers don’t buy for just one reason– Great service– Great experience– Quality, Convenience– Loyalty & History
Lessons Learned v1.0
Does Obama drink Pepsi?
Coca-Cola vs Pepsi v 2.0
@ralphcochrane
Creative Collaboration
2011 Creative Collaboration with Karl Lagerfield
Pepsi Refresh Social Media
1-9-90 Rule
Pepsi Films
@ralphcochrane
Peps
i Ref
resh
• Crowdsourcing Videos (competitions)
• 12 months, 8 events• Targeting the 1%• Connected to Film Festivals• Tap into the fascination with online
media from leading filmmakers• Creativity not Advertising@ralphcochrane
• It’s about Engagement • 80% of Internet users took part in a
contest online last year (Jupiter Research)
• 80% of the entries will be low quality• Promotion / Activation • Moderation• Rules including IPR rights• Prizes & Fulfillment
Crowdsourcing Basics
Coca-Cola’s View
Coca-Cola
@ralphcochrane
Coca-Cola Packaging
Integrated CrowdsourcingCampaign for a specificmarketing problem:
How to explain the newsmaller coke bottle
• Part of the brand development plan• Promotion!• What will you do with the content?• Be ready to be part of the
conversation@ralphcochrane
Real People with talent
Real People with Talent
CSR – Using the talent
Coca-Cola wanted to use the talent that we discovered.
This example is a CSR Film shot in S Africa, Kenya and Indonesia for TED: Women
A network of the best talent
Co-Creation with Jameson
http://jameson.thecreativegrid.com
• If you engage stay with the conversation
• Set clear boundaries & rules• Moderate• You can crowdsource just about
anything• Keep it simple• Use the talent, they are ambassadors
and good PR!
Lessons Learned
Mobile crowdsourcing
PUTTING EMPLOYEES FIRSTCIPR INTERNAL COMMUNICATION CONFERENCE
Ralph Cochrane@ralphcochrane