Pitch Book
Contact Information
Topbunk Advertising 818 Ostrom Ave, Syracuse, NY 13210 Erin Tye, Managing Director Phone: (407) 417-0831 Email: topbunkadvertising@gmail.com Twitter: @TopbunkAd
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With the perfect combination of luck, timing, and good-looks, our five member team came together in the depths of an upstate New York winter to form an agency with the goal of setting the advertising industry ablaze. Topbunk Advertising is a digitally driven advertising outfit that aims to use unexpected and effective advertising to engage consumers with brands on a personal level.
Table of Contents Introduction 6 Market Situation 8 Competition 10 SWOT 13 Target Market 14 Day in the life 15 Research 16 Problem 19 Consumer Insight 20 Vision 21 Creative Brief 22 Big Idea 24 FOMO Explained 25 Executions 27 Media 41 Geography 43 Measurement/Evaluation 44 Conclusion 45 5
Soda is the most consumed beverage in the U.S., that’s a problem
Sure, on the scale from “stubbing your toe” to “worldwide nuclear war,” having your product category dominate the beverage market is not the worst problem to have. But it’s still a problem. Especially for a brand like Coca-Cola that’s already the category leader but whose “good is never good enough” attitude has led to the ambitious goal of doubling the size of the brand by 2020. We love it. The challenge is, how do you inspire millions to engage in a conversation with a soda company that motivates them to act? Consider the challenge accepted, and the solution found. You should probably sit down while you read this, to avoid being physically struck with awe, but once you’re ready let us walk you through how we at Topbunk propose expanding the Coca-Cola taste-experience. En garde!
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“When we miss a party, vacation, or any other social event, we sometimes feel a little less cool than those who showed up and snapped photos.� - Shape Magazine
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First rule for any great brand (or ninja for that matter):
mind your surroundings Bad news first: In the U.S., sodas like Coca-Cola continue to face an uphill battle as health trends and increased competition, both from within the category and from energy drinks and ready-to-drink teas, make it more difficult to retail high-calorie, sugary beverages like regular soda. While it is projected that by 2016 the soda market will surpass $45 billion in sales, this is actually a 3% decline after adjusting for inflation in market sales. The good news: Coca-Cola continues to dominate the cola market, showing 63% usage preference among regular cola drinkers in 2011. In contrast, Pepsi has seen a drop-off in its consumer base as the brand’s preference among regular cola drinkers has actually declined from 2005-11. Additionally, Coca-Cola’s market share in 2011 was 21.4% compared to Pepsi, which had declined from the previous year to 15.2% market share “among regular carbonated soft drinks.” Coca-Cola, which accounted for 35% of total Coca-Cola brand sales, did manage to show small growth in 2011 but this growth was driven by price increases rather than volume gain. With other top brands showing similar trends, this suggests volume increases will be difficult to come by but there is potential in reshuffling current market share and finding key behavioral uses to provide a needed boost.
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The potentially ugly: While Coca-Cola was able to maintain its soda market share, both Coca-Cola and Pepsi Co saw a drop in volume of product moved in 2010, while Redbull and Rockstar energy drinks saw an increase in volume of product sold of 13% and 19% respectively. Energy drinks with the same fizzy profile as soda, but with the added functional benefit of an energy boost, continue to pose a looming competition for soda. The competition is likely to become more intense in 2012 as, with the economy showing signs of revival, many consumers may move back to energy drinks from soda. In the big picture, these energy drink brands still only control a small portion of the market but they are showing great growth and promise that could be potentially threatening to the category in the future. The equivalent of kissing your sister: Despite a decline in the incidence of drinking soda, the consumer base for soda drinkers did grow by nearly 1.9 million adults aged 18+ during 2005-11. The increase in the consumer base has come solely from the growth in the population and could provide potential for new volume growth in sales. However, it is notable that regular soda experienced erosion in the consumer base with the number of adults aged 18+ who reported drinking regular soda declining by nearly 2.8 million during the same span.
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Second rule:
never underestimate your opponent Yes, we did say that Coca-Cola dominates the soda market, and even the beverage market for that matter, but a complacent leader is easily deposed. The following are the top market shares among regular sodas (diet sodas were excluded because it’s a different market consumer-wise and because Diet Coca-Cola already dominates that market as well): Coca-Cola - 21.4% Pepsi - 15.2% Mountain Dew (Pepsi owned) - 9.3% Dr. Pepper - 7.9% Sprite (Coca-Cola owned) - 6.7%
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While Pepsi is over six points behind Coca-Cola, it also owns the third leading brand in Mountain Dew. The competition for consumers’ attention and business is mounting at a time when the number of consumers appears to be dwindling. Aside from actual product differences, a look at the existing marketing strategies for some of the top brands can help reveal what is being done well and where the gaps are. Looking first at your own campaign, Coca-Cola has been rocking the “Open Happiness” campaign since early 2009 and has been able to build many advertisements and engagements around this idea. These ads—history book characters waking up a student for an exam, two border guards becoming friends by sharing Coca-Cola, a mom bringing the family together by opening Coca-Cola—hit home emotionally with consumers with their messages of happiness. The idea of “opening happiness” has connected with consumers following the troubles and depression during the recent challenging economic times.
Pepsi, in an attempt to catch Coca-Cola, has been engaging in directly competitive advertising. Advertisements featuring Santa Claus or the Polar Bears enjoying a Pepsi during the summer appeal directly to a younger generation by taking a jab at classic Coca-Cola icons. Pepsi also launched the Refresh Project, which generated a lot of good buzz and PR by helping consumers fund a project or charity that mattered to them using money that was otherwise allocated for Pepsi advertising. The campaign was highly digital and interactive with the Millennial generation. Pepsi Co’s other heavy-hitter in the regular soda market, Mountain Dew, has also been very successful in leveraging the power of the Internet and consumers. In 2007, Mountain Dew launched the DEWmocracy website to engage the brand’s users in making flavor decisions. Fans engaged in a series of interactive games at the website to develop aspects of three new flavor candidates—Mountain Dew Revolution, Mountain Dew Supernova and Mountain Dew Voltage—including color, flavor, and name. This was a highly popular campaign that created a high level of consumer involvement and also created a better product offering for consumers. With sodas now having to live with negative consumer perceptions, engaging in philanthropic activities appear to be helping in combating some of those negative views. While most beverage companies have their favorite charities, going further and engaging consumers in community efforts appears to have become the new tactic to reach consumers and their wallets. Coca-Cola has been funding community parks to make people more active and has taken up the arctic home initiative for polar bears while Pepsi has continued with the Pepsi Refresh Project. Outside the soda market, the biggest competitors appear to be domestic non-sparkling waters and increasingly energy drinks and ready-to-drink teas. Enhanced bottled water and sports drinks, however, pose less of a threat in the foreseeable future.
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Within this category are “new age” beverages, a developing product category that includes: energy drinks, juice drinks, ready-to-drink teas, sports drinks, nutraceutical beverages, bottled water, enhanced/ flavored bottled water, ready-to-drink iced coffee. Pepsi, Coca-Cola, Dr. Pepper Snapple Group and Nestle remain the industry leaders in terms of brands owned. These types of beverages are having the strongest showing in the West and Midwest regions, which suggests a potential growth for Coca-Cola. Specs on each of these categories are as follows:
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Sports Drinks Category led by Gatorade (owned by PepsiCO) followed by Coca-Cola’s Powerade High sugar content is still seen as unhealthy Category is starting to target females (health concerns and working out) Retail sales are struggling
Fruit Juices & Juice Drinks Category led by Hawaiian Punch, V8 Splash, and Snapple Emphasizing the health properties of various fruits helps sales Category introduced bottled smoothies
Ready-to-Drink Tea Category led by Snapple and Arizona Buoyed by unique packaging Competitive pricing Larger brands have begun partnering with Coca-Cola and Pepsi
Energy Drinks Red Bull is industry leader More expensive than soda With revival of economy sales are expected to increase Targeted towards younger users Caters to specific consumer lifestyles Some lines include reduced calorie versions recently targeting women by using natural sweeteners
Nutraceuticals Category led by Code Blue All nutraceutical foods contain ingredients that are reputed to increase the product’s health-boosting potential Are able to charge premium prices Can use certain health benefits to target segments and populations Recently has spilled into almost every other beverage category
Bottled Water Includes sparkling and non-sparkling targets health-conscious consumers Enhanced with vitamins and antioxidants Second-largest beverage category Enhanced water is expected to have huge growth The number one attribute consumers look for when purchasing bottled water is value Environmental concerns, including plastic water bottles in landfills, have hurt sales
SWOT Strengths
Opportunities
Well- established brand loyalty Dominant market share High brand awareness Lower unit price as compared to energy drinks, sports drinks & other high-end non-alcoholic beverages
Improving economy leading to increased level of disposable personal income Increased scruntiny of nutritional information of energy drinks/competition Freestyle fountain dispensers
Weaknesses
Threats
Perceived unhealthiness of product High sugar and calorie content Already saturated market
Energy Drinks Other ‘natural’ and ‘healthy’ carbonated beverages Growing trend towards healthy food diet Proposed tax on sugared drinks being imposed by FDA Regional bans on sugar soft drinks (i.e. in San Francisco city vending machines) Decline in target’s consumption of cola beverages (overall decline in category sales)
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Target Audience Gender: Skewed Male Age: 18-29 (Millennials) Education: attended college, graduated high school Occupation: Sales, Protective/Food Prep Relationship Status: Never Married Race: Other/Multi-racial, White Spanish spoken in home Psychographics
“The internet has become a new way for me to socialize or meet people” (191) “The internet has become a primary source of entertainment for me personally” (179) “My friends are more important to me than my family” (149) “Music is an important part of my life” (105) “Nutritional value is the most important factor in what foods I eat (disagree)” (113) “I try to eat healthier food these days (disagree)” (118) “I am working at eating a well-balanced diet (disagree)” (120)
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Day in the life Meet Matt Guttierez: Matt is a 24 year old male with a high school GED who lives in the greater LA area, has a steady girlfriend, and is fluent in both English and Spanish. He works in real estate sales and has a HHI of $40,000/year. Matt starts his day at approximately 7:30 am, checking his emails and social networking sites while getting ready for work. Matt arrives at the office by 9am and remains there until 5pm. He checks his email consistently throughout the workday and casually browses the web, checking his favorite websites and social media accounts. After work, Matt heads to the gym for a pickup game with his friends before heading home for dinner at 7 pm. Matt unwinds in the evening by hanging out with his girlfriend and some friends for a couple hours at a local bar and then heads home, he’s off in dreamland by midnight.
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Research To understand the world of Millennials and their interaction with Coca-Cola and the digital sphere, we conducted extensive research on their characteristics and tendencies. Types of Research: We began with secondary research of articles, journals, and other databases on Millennials as well as utilizing more quantitative databases like Simmons to gain a broader overview of the market and consumer. Additionally, we conducted our own survey of Millennials fitting our target audience to gain a greater insight into specific questions we had developed and also utilized existing focus groups on the topic. We also conducted personal interviews - not only with Millennials but with individuals that fell into older generations that had significant contact with Millennials i.e. professors, parents, etc - in an attempt to discover something about our target from an outside perspective. The following observations are what we found. Findings: Foremost, in terms of marketing Coca-Cola to Millennials, most soda drinkers reported drinking soda “almost always or frequently” at home or with others. This was a revelation since many soda marketing messages are not currently woven around a strong get-together setting. Additionally, the incidence of drinking soda while partying with friends is also quite high among the target. Consumers aged 18-24 show an aboveaverage consumption of soda (always and frequently) around social interactions and are particularly likely to respond well to soda marketing themes such as “partying with friends.” Notably, 77% say that “regular brand” is an influential factor when purchasing soda, suggesting that more efforts should be made to make consumers familiar enough with a brand that it comfortably becomes their “regular.” 16
We know Millennials are always connected, even when they’re seemingly by themselves, but what does this mean. For one, they embrace multiple modes of digital self-expression. Three-quarters have created a profile on a social networking site while one-in-five have posted a video of themselves online. Additionally, our survey results suggest over 70% of Millennials have a smart-phone, and outside research suggests minorities such as Hispanics and African Americans show even higher rates of use. The survey also identified Facebook, YouTube, and Twitter as some of the most popular social sites among these users. Overwhelmingly, over 80% responded as consuming Coca-Cola one time per week or less meaning there are many non-users on a regular basis. Most that responded as not drinking Coca-Cola said they “didn’t drink much soda” in general due to a perception of the category as a whole. When they did drink Coca-Cola though, the activities most associated with this consumption were partying (62%) and watching movies (31%). When asked what “happiness” meant to them, linking the existing “Open Happiness” campaign to our research, we found that it was again all about social interaction: “surrounding ourselves with things we love, people we love, and doing what we love,” “spending time with friends and family, and doing stuff others wouldn’t dare to do,” “Friends and family. And laughter,” and “a warm gun,” which actually ties into the currently Coca-Cola approach of using music to connect with this generation (“Happiness is a warm gun” being a Beatles song). Additional research suggests that the millennial generation is more civic focused; it’s more about generation “we” than generation “me.” Growing up during an era with a growing number of domestic disasters - 9/11, Hurricane Katrina, the recession, high unemployment - has created more of a “built in” consciousness to help each other out for this generation. Stemming from this, 67% of survey respondents were more likely to buy from a philanthropic brand while over 90% considered themselves socially conscious.
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Survey Infographic 13%
91% 68 number of respondents
drink coca-cola for energy
consider themselves socially conscious 40%
drink coca-cola for refreshment
75% 47%
own some type of smartphone
73%
drink coca-cola for taste consume coca-cola
69%
70%
76% are more likely to buy from a philanthropic brand
buy coca-cola as a single purchase
grab water when on the go 66%
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90% associate drinking coca-cola with parties/socializing
use the internet 2 hours or more every day
Find out the problem With soda already being the most consumed beverage in the U.S., there is a problem with increasing consumption when key regular soda drinkers—teens, young adults, blacks, and Hispanics—have shown both decreased incidence of drinking, as well as a decline in volume consumption of regular soda. Attrition from regular soda is due in part to health reasons and competition from other beverages, especially energy drinks and ready-to-drink teas that have a healthier profile and proliferation in flavors, attracting core soda drinkers aged 18-29. The segment of juice drinks is currently small in the beverage market but has the potential to grow in the future, especially since fruit juice and drinks are still allowed to be sold in U.S. schools whereas soda has been forced out in some cases. This targets potential consumers at a younger age and forms preference and behaviors. Additionally, the soda tax debate resurfaces as new research published links penny-per-ounce tax on soda with reduced consumption. The key is actively engaging your consumers in a conversation with your brand, but how can you inspire that much interaction with a soda brand?
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Consumer Insight “Technology sets Millennials apart, but they use it to come together. It’s ‘we’ > ‘me’” Millennials claim technological superiority to other generations, that’s nothing new. The differentiating factor, however, is that they predominantly use this technology with the distinct purpose of connecting with others. The millennial generation needs to feel constantly connected, a part of something that is more than just themselves, able to share and be shared with, and find instantly what’s going on around them. And when they can’t, they become anxious about feeling left out. Millennials even have acronyms to express this anxiety. “FOMO” (fear of missing out) and “MOS” (missing out syndrome) are common millennial terms that capture this feeling.
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Vision
Currently, Coca-Cola enjoys a 63% usage preference among regular cola consumers. Our vision is to increase this number to at least 70% among the identified target in an effort to increase overall brand preference and possibly market share, while taking away from the top two soda competitors Pepsi and Mountain Dew. This will fit in well with the overall brand goal to double the size of the company by 2020, with the flagship Coca-Cola product maintaining its place as the dominant source of sales at around 35% of all brand sales. Have Coca-Cola become the ultimate social drink.
Positioning For the social and tech-savvy Millennial, Coca-Cola is the only beverage that helps you stay connected and always in the loop.
Rationale
The Millennial generation is a generation that has incorporated technology into almost every facet of their daily lives, they are constantly connected to one another, and are acutely aware of instances when they are not. They even self-identified technological exceptionalism as the thing that sets them apart from other generations. Coca-Cola has long positioned itself as the soda of happiness and togetherness, and “happiness� for the Millennial generation is being connected, social and in the loop. Positioning Coca-Cola as the beverage that keeps you connected is a logical evolution of an existing and already effective brand strategy. Through new executions, we can keep the brand relevant and enhance Millennials’ own social experience.
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Creative Brief
What do we want the advertising to do? We want this advertising to make Coca-Cola relevant to the generation of today. The advertising should convince our target that Coca-Cola is the ultimate social beverage that helps keep you in the loop while enhancing your social life. Who is our target? The target for this campaign is Millennials aged 18-29. They are social, tech-savvy and confident. This target is self-expressive, with over 3/4 having a social networking site, and 1/5 having already posted a video of themselves on the internet. What do they currently think? They currently think that Coca-Cola is more of an outdated beverage that doesn’t suit their modern, fast-paced lifestyles. They’re turning more to energy drinks, teas, and waters and find it difficult to believe that a beverage can serve a purpose beyond refreshment. What would we like them to think? That Coca-Cola is the beverage that most suits their social and tech-savvy lifestyle. Coca-Cola enhances your sociability and provides new opportunities for you to stay connected with friends. What is the single most compelling promise we can make them? With Coca-Cola you will never feel left out
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How do we make it believable? Aside from simply expressing an understanding of the Millennial FOMO, Coca-Cola will actually provide Millennials and Coca-Cola consumers new ways to connect with one another through events and digital tools. Coca-Cola as a brand is actively helping our target stay in the loop and feel connected, allowing them to connect with friends or even make new ones.
Tone Cool, playful, tongue-in-cheek, and consistent with millennial terms and tonality. Tagline Fight FOMO Media Digital. We will be online in the form of banner ads, YouTube videos, Facebook, Twitter, Pinterest and Microsites. We will create engaging applications and interactive outdoor advertising in spot markets. Executional mandatories 1. Type style of the logo (“Spencerian Script�), and the dynamic ribbon device that make so iconic 2. The red color of Coca-Cola Why is this smart (Creative Brief rationale) Coca-Cola has traditionally positioned themselves as a social beverage, the perfect drink for meals, parties, and any kind of social gathering. Socializing and connecting are among the highest priorities for Millennials. Socializing isn’t simply an activity for this generation, it is a necessity, an integral aspect of everyday life that dominates their behavior and mindset. By capitalizing on this desire to always be connected, Coca-Cola is not only demonstrating a comprehensive understanding of the target, but is also positioning Coca-Cola at the forefront of their minds. Aligning Coca-Cola with the behavior of connecting with one another will attach the product with a daily and enjoyable behavior.
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Big Idea : Never Miss Out We know that this demographic has a need to be constantly connected and ‘in the loop.’ We want to capitalize on this insight and show that Coca-Cola not only understands this but can also help Millennials assuage this need. Coca-Cola will create a campaign that keeps Millennials connected, surrounded by friends, and constantly ‘in the know.’ In an effort to create a campaign that encapsulates the big idea “never miss out,” we’ll use a tagline, Fight FOMO, that uses the well-known acronym “fear of missing out” (FOMO) and executions that will provide Millennials with opportunities to always stay connected and feel in the loop. Coca-Cola will work to digitally eliminate the barriers to fun and togetherness.
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FOMO Explanation “FOMO, or the “Fear of Missing Out,” is something many of us have experienced. It happens when we start to feel nervous about not taking part in social events, like that awesome party anyone who’s anyone showed up to last weekend.“ - Shape Magazine
Fear of Missing Out syndrome, or FOMO, is a very real condition that refers to the mix of anxiety, irritation and inadequacy that can arise when you feel out of the loop with your friends. With the rise of technology and social media, simply skimming social media sites like Facebook, Twitter, Foursquare and Instagram can give you the feeling that you’re missing out on something really cool your friends are doing. FOMO is most common among people aged 18-33, with one survey finding that 66% of participants said they’ve experienced these fears. It is even suggested that FOMO helps drive the success of social media platforms, since people, specifically Millennials, feel the need to use technology to fill us in on what’s happening somewhere else. Caterina Fake, co-founder of Flickr, the photo-sharing service, said, “Social software is both the creator and the cure of FOMO,” adding, “It’s cyclical.” But, in some cases, FOMO can actually give positive motivation that encourages socializing. While it can be anti-social to sit around Facebook stalking people you barely know, it’s possible to use social media more constructively to stay in touch with friends and interact with them even when you can’t actually be together. This is where Coca-Cola comes in. 25
“A friend who works in advertising told me that she felt fine about her life — until she opened Facebook.” - NY Times
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Executions
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Fight FOMO Microsite appstodownload
Apps to Download Coke Connect The Coca-Cola Tour Videos & Photos Don’t Miss The Music Videos & Photos Fight Your Fears Video & Photos Apps To Download
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The Coca - Cola Tour thecoca-colatour
Everyone loves going to concerts, especially Millennials. But you can’t just hop in a plane every time your favorite band or DJ is playing. Coca-Cola has created a virtual music tour in order to keep their consumers from contracting FOMO. From now on, no one will have to miss out due to geography, income, or lack of time, Coca-Cola is eliminating the barriers to fun and togetherness.
The Coca-Cola Tour The Coca-Cola Tour Videos & Photos Don’t Miss The Music Videos & Photos Fight Your Fears Video & Photos
•register code from the bottle •3 cities •live streaming concert •let Coca Cola “DJ”your party •don’t miss out!
Apps To Download
Enter promo code to view content
Submit
Submit your videos and photos here!
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PSA
A series of mock public service announcement viral videos run through the Coca-Cola YouTube channel enlightening consumers as to the symptoms of FOMO and ways they can combat this growing epidemic.
Check out the full video on our YouTube Channel: http://www.youtube.com/watch?v=cUGAAUCPCB8
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FOMO FourSquare Alert The main purpose of Foursquare is already to let you know when a friend may have checked-in to a certain place. What the FOMO Foursquare alert does is send you a push notification on your mobile device when three or more of your Foursquare friends are checked into the same location, a possible indication that you may have missed out on hanging with your friends. There will also be a FOMO Badge, sponsored by Coke that Foursquare users can earn if they check in with at least 3 friends, 5 times.
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FOMO App for Social Games Working in conjunction with existing social game apps like Draw Something and Words with Friends, and adaptable to future social games of this nature, the app (which is downloadable through Coca-Cola with a code), will allow you to have more than one-on-one contests, ensuring that you or any of your friends never miss out. Users are able to play with a time limit that gains them points based on that. From there, they can win rounds and ultimately win/lose rounds. The players are not able to see each others scores until everyone has played that round.
Coke Connect
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Don ' t Miss The Music dontmissthemusic
With this event Coca-Cola will be fighting two causes at once, fighting FOMO for the philanthropy participants as well as fighting the lack of quality musical instruments for kids across the U.S who otherwise might miss out on the opportunity to play. Coca-Cola will partner with the Fender Music Foundation to hold a nationwide instrument donation drive to provide instruments to music programs and teachers in need across the United States. This effort, called the Coca-Cola “Don’t Miss the Music”, will start with actual fundraising and donation-based events and subsequently move to a digital drive, allowing Millennials across the nation to participate.
Don't Miss The Music How it works: The Coca-Cola Tour Videos & Photos Don’t Miss The Music c Videos & Photos Fight Your Fears Video & Photos
1. A music teacher posts an instrument request along with a picture and description of their program's need in the video and photos tab. 2. An instrument donor picks the music program they would like to donate their instrument to, prints a prepaid shipping label and ships their instrument. 3. The instrument arrives at a central repair facility for assessment, cleaning and repair. 4. Funds are raised to cover the costs of placement (shipping & repair). 5. The instrument is then shipped to the requesting school selected by the instrument donor. 6. The music program shares pictures and sends thank you letters to the instrument donors and financial donors involved. 7. Old Instruments receive New Life, Kids get Access to Music Education!
Apps To Download
Click here to see postings!
Name (required) Email (required) Phone (optional)
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Fight Your Fears Campus Tour fightyourfears
Coca-Cola will run a fight-your-fears competition a la Fear Factor on college campuses across the country. The idea behind these interactions is that when you’re not facing your fears, whatever they may be, this can cause you to miss out on a cool new opportunity. These will be fun interaction points that will raise awareness for FOMO and further the storytelling aspect of the campaign by giving participants their own ‘fight FOMO’ memory, while also bringing attention to the fact that Coca-Cola is helping you fight FOMO.
Fight Your Fears The Coca-Cola Tour
Tour Dates
Videos & Photos
Penn State September 7th
Don’t Miss The Music Videos & Photos
Central Michigan University September 28th
Fight Your Fears Video & Photos
University of Kansas October 12th
Apps To Download
Iowa State College October 26th UNC Wilmington Novmber 16th Fight Your Fears
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Freestyle App This would be a smartphone application that enhances and encourages interaction with the Coca-Cola Freestyle machine. The app would allow you to save the mixes that you make on your phone to preload what you want so you can sync with the machine and automatically fill with what you choose. Coca-Cola will also have a contest that allows consumers to submit their mixes, pending it includes Coca-Cola regular, in an attempt to get the most people to try it. This can be used as an effective form of crowd-sourcing to have consumer cultivated content, with the #1 mix after the duration of the promotion being turned into a limited edition release.
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# FOMO Twitter Updates
Through Twitter, a hashtag #FOMO promoted by Coca-Cola will lead to funny posts, videos, and pictures users think you shouldn’t miss. You will also be able to post, ‘Like,’ and vote on pictures and videos on the Coca-Cola Facebook page of things you see during the day or did that day that you would have been upset about missing. This is a great form of crowd-sourcing by letting consumers contribute and build the execution with not only content they’ve found, but also content they’ve created that is interesting to them. This should aid consumer conversation and interaction with the brand.
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Underground Wifi Commute without missing out! We know how important it is to stay connected and know what’s going on at all times. That’s why Coca-cola is helping you to not miss a beat by giving you a sneak preview of Wifi on the Subway. So whether your friends are posting life changing moments, or you just want to be able to play that last round of scarmble with friends, Coca-cola can make it possible.
Enter Fight FOMO for FREE Wifi access
A new technology that allows people to access wifi on NYC subways is in the making. Thus, in order to hammer home the concept that Coca-Cola is committed to connecting Millennials, Coca-Cola will sponsor the first 2 weeks of this new underground technology in New York City.
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Twitter/Outdoor
#Thiscouldbethenightthat
Jay-Z shows up
Staying in tonight makes you worry about one thing, what it
One definition of FOMO we found was: the fear that if you stay in and don’t go to that social event that it would be the one party/ gathering that something incredible happens (i.e. Jay-Z shows up to the party, everyone wakes up with a tiger in their bathroom... etc.) We wanted to capitalize on this mentality and invite our target to share what exactly they’re afraid of missing out on. This engages the consumer by allowing them to tell their own story through the brand campaign and share it with other fans, connecting them on another level with Coca-Cola. There will also be an outdoor execution of the live tweets, so that Millennials can encourage one another to fight FOMO.
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Emergency FOMO App If a Millennial finds his/herself in an emergency situation where they’re suffering from FOMO with no immediate cure, Coca-Cola has the answer. We have created the EpiPen to your FOMO allergy. Millennials can download the Temporary Friend app and select from 5 different characters that can be interacted with in a multitude of ways. You can make your character compliment you, laugh, wink, tell a joke, and blow a kiss. 1. Doc Pemberton 2. Stud Lightning 3. Polar Bear 4. Lord Tiddlywink 5. Ron Swanson Examples of lines 1. Doc Pemberton: MAJOR EMERGENCY: The Polar Bear left the door to the icehouse open. Please send ice and sympathy ASAP. 2. Ron Swanson: Bring me all the bacon and eggs you have. Stop. What you heard was bring me a lot of bacon and eggs. Bring me ALL that you have. 3. Lord Tiddlywink - Pop over after the rugby match for a pint and some chips ole boy.
Stud Lightning
Polar Bear
Ron Swanson
Lord Tiddlywink
Doc Pemberton
Laugh
Wink
tell a joke
blow a kiss
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“That nagging feeling that if you say “no,” this will be the party that Colin Firth pops into.” - Psychology Today
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Media Media Flowchart, 2012
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Timing Social Media/Mobile/Digital - these aspects of the campaign will run year-round to promote “Fight FOMO” and Millennial interaction with the brand. Coca-Cola Tour - This tour will run during the summer months of June-August when music concerts and events are most popular. Advertising for this aspect of the campaign will run in the months leading up to the concert series (March-May) to increase awareness and buzz surrounding the Coca-Cola Tour. Don’t Miss the Music - We will be running advertising for the “Don’t Miss the Music” campaign in the months ending and beginning high school and college school years. This way, we can raise awareness for the instrument donation drive at the time when students are either most likely to be discontinuing the use of a musical instrument, or when school is at the forefront of consumers’ minds. Fight your Fears - Fight your Fears will occur in the beginning months of most university school years, when the weather is nice and the workload is still small. Advertising for this project will run in the month immediately preceding Fight your Fears and the first month after it starts. Underground Wifi - The Underground Wifi would be Coca-Cola sponsored service for the first 2 weeks of operation for this new underground technology in New York City, which is expected to begin at the beginning of 2013 and will thus be scheduled for January. Outdoor Twitter Feed - The Outdoor Twitter Feed in April helps to maintain the relevance of the campaign when there is somewhat of a lack in Coca-Cola connection, and ties in well with the end of winter/people starting to become more active. The stories of #thiscouldbethenightthat will really start flowing when spring comes.
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Media Vehicles: As this is a digital campaign, all of the media vehicles selected will be digital in nature. For social media, we selected those sites that are most popular with Millennials and allow us to most easily interact with them (Facebook, Twitter, YouTube, Foursquare.) For the digital banner ads, sites have been selected that index most highly among the target audience and align with their interests (ESPN.com (158,) Fandango.com (276,) Ask.com (169,) Careerbuilder.com (185,) Movies.com (260,) Myspace.com (300,) Ticketmaster.com (226), Telemundo.com (356,) Univision.com (289))
Geography Our campaign is mainly national in scope due to its digital nature and because of the Millennial generation’s ability to communicate and connect regardless of their location. However, some aspects of the campaign call for specific local executions. We decided to focus on cities and their suburbs, or “Metropolitan Statistical Areas” in census terms. For the concert tour we selected the 3 cities with 3 of the 4 highest populated metros overall that also have the highest population for Millennials (New York City, Los Angeles, and Chicago). To locate the target markets for the college event tour, we located the metro areas that indexed very high with Millennials due to their college town nature that may otherwise lack large diverse population centers. These college towns include Jacksonville NC, Ames IA, Lawrence KS, Mount Pleasant MI, and State College, PA which are home to UNC at Wilmington, Iowa State College, University of Kansas, Central Michigan University, and Penn State University. The underground wifi execution will only run in New York City for now due to logistics, but it is coming soon to Boston, Chicago, San Francisco, and Washington DC.
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Measurement / Evaluation
While the field of digital advertising is growing every day, it is still difficult to accurately measure the effectiveness of a digital campaign. Measuring things like Facebook likes and shares, Tweets with the promoted hashtags, views of Youtube videos, and click-through rates of banner ads will help give a general idea as to the success of the “Fight FOMO” campaign. Throughout the course of the campaign, we will monitor conversation about the brand, product, and campaign, measuring both volume and sentiment of discussion. As discussed in our billings, we will use overall engagement with the brand as the basic measurement tool for the effectiveness of the “Fight FOMO” campaign - aiming for a minimum increase of 5% and a reach goal of 10%. We will take inventory of Millennial engagement with the brand before the launch of the campaign, at several key points throughout the year, and at the end of the campaign in order to most accurately measure our success. Copy Testing: Although we had an inkling, we wanted to gain insight into how our executions would fare with our target audience. So, we showed the creative to 20 individuals in our target market, and asked them their opinion. Our results were promising: 85% said that this campaign is relevant to their lifestyle 70% said it is relevant to Coca-Cola 75% would be interested in learning more about “Fight FOMO” 100% said they would participate in one or more of the executions demonstrated
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Interesting quotes: “I think it’d be a cool new direction for coke” “The polar bear campaign was getting stale” “I get FOMO every weekend!!” “I had never heard of FOMO before, but I have definitely experienced it.”
Knowledge Bottled One of the best ways to connect with a consumer base is to champion a cause of theirs and talk with them about it. That’s exactly what this campaign does. The ‘Fight FOMO’ campaign takes on a fear that Millennials face everyday, being left out/missing out, and while it may seem like a minor problem in the scheme of things, it’s a problem that this consumer desperately wants help avoiding and is willing to talk about it. The campaign can tie in seamlessly with Millennials in this way by associating itself with an existing aspect of their life, and the campaign also ties in perfectly with the Coca-Cola brand mantra of bringing people together to share happiness and moments. This is a project that we at Topbunk are very excited and confident in and we would love to work with you further on it. Further evaluation could help determine the most effective 5 or 6 executions proposed so that this is something that’s ready to hit the market and start the conversation with consumers by early 2013. We look forward to hearing from you very soon. Plus, not to give you extra anxiety or anything, but without us you’ll be missing out. Sources: Advertising Age, Beverage Digest, Bloomberg Businessweek, The Charleston Gazette, Forbes, Huffington Post, Mintel, MRI+, New York Times, Pew ResearchCenter, Psych Central, Psychology Today, Simmons, SXSW Panel, Warc 45
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Thank You
(from the bunkmates) Erin Tye - Managing Director Bonnie Jones - Digital Strategist Elise Schachter - Creative Director Lauren Geniviva - Media Director Ryan Gerhardt - Account Planner
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