Coca-Cola has achieved some notable successes in digital marketing, not least its massive following on social media and various polar bear campaigns.
As such I thought it would be interesting to round-up 10 of its most interesting digital initiatives, some of which involve massive global campaigns while others are unique local examples.
This post follows on from similar articles focusing on McDonald’s and Nike.
And for more information on Coca-Cola’s digital strategy, checkout our blog posts looking at how the brand uses the four main social networks and how it used co-creation to crowdsource marketing ideas...
The Super Bowl is arguably the most important day in advertising, and every year, as much attention is focused on Super Bowl ads as the game itself.
With social media such a big part of brand advertising today, it's no surprise that many observers pay close attention to how social media is used by brands in conjunction with their multi-million dollar Super Bowl ads as outlined in our earlier Super Bowl post.
Super Bowl Sunday is no stranger to surprises. With brands spending countless millions on Super Bowl ad campaigns, doing the unexpected or revealing something new on America's biggest day in sport is a no-brainer.
One of yesterday's surprises came courtesy of an ad Paramount Pictures ran for the new Star Trek movie, Star Trek: Into Darkness.
A quick look at revenue growth over three years shows that companies loved by their clients grew more than twice as fast as Super Bowl advertisers.
The NFL has built one of the smartest businesses in broadcasting. In an otherwise fractured media landscape, its weekly games routinely top viewership ratings. CBS, NBC and Fox all carry its games – showing meaningful brands are more influential than the undifferentiated reach of networks.
But it’s the Super Bowl that is the NFL’s finale. In 1967, a thirty second ad in Super Bowl I sold for $40,000; today that same spot costs $3.7 million.
Forbes points out that this growth record beats the S&P 500 (10.3% to 6.3%), and that it has been more consistent than the rise of stock prices over the same period.
Here in New York last week, digital media and advertising commentators were all talking about the role that digital and in particular, social media, was going to play during the Super Bowl TV ad breaks. With advertisers paying about $3.5 million for a slot, this has been another record year for TV ad revenue and the show was the most watched TV event in American History.
Sunday night was going to be #Hashtag-Heaven, we were told – or at least a #FacebookFrenzy, with brands falling over themselves to drive people off their 47 inch flatscreens and onto their other devices – the so-called ‘second screen’. So you’d think that the ad execs would have thought the web in all its forms - mobile, tablet and laptop - would be the place to go make sure they extended the reach and level of audience engagement worthy of such an expensive commodity.
You’d be wrong.
Google has released data from Sunday evening which reveals that 41% of searches relating to Super Bowl ads made during the game came from mobile devices.
A post on the company's blog states that this is up from 25% for the same time period on the day before.
Yesterday, Budweiser released a video on YouTube of two amateur hockey teams surprised with pro treatment as screaming fans, cheerleaders and mascots attended their pick up game. This two minute spot is the extended version of their new ad premiering in Canada during the Super Bowl.
Compared to the other Super Bowl ad promos bouncing around the internet, this one seemingly created an emotional connection with consumers that the other more gimmicky and "clever" ads, aren't delivering. But is this just another tired use of flash mobs in advertising?
Budweiser's marketing manager, Ben Seaton, says no.
Everyone loves a bit of data visualisation. There have been hundreds of infographics created especially to show the spread of chatter online in relation to the 2012 Super Bowl advertisers.
But social media monitoring firm Brandwatch has gone a step further to build a live, interactive site that tracks tweets mentioning the brands involved in this year’s game.
Facebook has announced it's partnership with US Today to create the Super Bowl Ad Meter app.
Facebook users can rate Super Bowl ads as they watch the game and then share and discuss the commercials with their friends. This will take what US Today have been doing since 1989 with a select panel of viewers and move it into social networks.
But this type of ad tracking in social media isn't a new one. It's been going on over on Twitter since 2009 with Brandbowl.
For many brands, the Super Bowl is a happy time. Millions of dollars are spent on ads during one of sporting's biggest events, giving companies the ability to reach millions upon millions of consumers. No effort is spared in trying to delight them, and when a company does, it can be a huge boon to a brand's profile.
But the Super Bowl may not be so happy for Hershey's this year if an activist group gets its way.