Explain how the Coca-Cola campaign should be supported by alternative Social Media tools, describe two tools in detail. 

Describe three Online Marketing trends, which Coca-Cola took as a guideline and benchmark for its campaign. 

Explain three possibilities of controlling and measuring the Coca-Cola campaign.

  

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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. Objectives There were a broad range of objectives behind the campaign. Boost brand image boost message association around the World Cup, ahead of the campaign. Achieve cut-through to a target consumer that had increasingly tuned 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. 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. 3 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. Objectives There were a broad range of objectives behind the campaign. Boost brand image boost message association around the World Cup, ahead of the campaign. Achieve cut-through to a target consumer that had increasingly tuned 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. 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. 3

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