coca cola and wayne rooney case study

1. Explain (regarding the Coca-Cola campaign) the meaning of internal data", external data", ,,open data mining" and also hidden data mining". 2. Describe the Mobile Marketing factors that might influence the perception of this Coca-Cola marketing communication campaign. 3. Explain (regarding the Coca-Cola case study) the Mobile Marketing campaign approaches "push approach", "pull approach" and "viral approach" Background Coca-Cola needed to find a way of levering a celebrity endorsement to gain cut- through in a tough market. The brand was looking for a technique of messaging that would gain real attention, connecting to the right people and in the right way. The peer referral power of viral marketing offers this promise, but in most cases proves elusive for fast moving consumer goods firms. However, this short video staring English football legend Wayne Rooney proved compelling enough for millions of people to want to send this on. It's the kind of connection all viral marketing sets out to make but rarely delivers. What they did Written and devised by AKQA, this short film was created to pre-launch Coke's main World Cup Campaign. The main campaign Included massive television activity and heavy integration between channels, but at its heart was a simple idea everyone can relate to playing about with a football and keeping it up in the air This was the theme used in the viral video placed on YouTube. The style of the video is reportage: a behind the scenes filming of a more formal promotional film shoot media channels. This created the right environment for the spread of the message: The film has been shared online on video websites and on mobile phones, and fans have been seen trying to emulate Rooney's remarkable moves. Results Over 8 million people sew the video clip which began online and was boosted with a small television exposure Coke Rooney discussion spreadfast and generated a buzz and discussion that was harder to track, but clearly powerful for the brand Integration The prerelease of viral video content helped amplify the effectiveness of the television campaign. It is strong foundations for the waves of meeting that would follow and created genuine offline discussion As the relation between met and more on cam voves Evaluation approach Viral video clips can be measured in quantitative ways that track the number of impacts reach and in some case frequency. However, in sol media spaces the YouTube, the volume of Comments on wo be tracked, and the language explored for brand affinity measures More proactive measures of market research con track the brand effect, by asking consumers who are exposed to the virkey brand image gestions and then comparing the awwers to a control group feed the other. The deporte feel and Youtube me the . How they did it It was released two weeks before the tournament began. As the first game of the cup kicked off, it had already been seen by over several million people. Later it was featured in The Sun, both in print and online, and it was picked up by ITV and broadcast during their fagship prime time World Cup 2006 programme to an audience of over two million people. Coke Rooney fever spread globally through numerous blog, social networks and chat rooms. Consumers were happy to engage and the messaging was accelerated by the background talk about the World Cup in al Objectives There were a broad range of objectives behind the campaign. Boost brand image Boost message association wound the World Cup, ahead of the campaign Achieve out through to a target consumer that had increasingly turned out from classic media Given the nature of the medium and the model, it's likely there were additional objectives around the testing and evaluation of new channels within digital marketing . Academy Tutor comments... "Coca-Cola struck the perfect balance between creating edgy and contagious content, and being on brand. The Wayne Rooney film it the market just as interest in football boomed, and the platform of YouTube provided an effortless way for people to share the content with friends Coca-Cola proved how celebrity endorsement can work in the loss traditional environments of digital channels and the activity ericouraged further viral campaigns throughout the company