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Contents Executive Summary Research The Coke Side of Life Defined Creative Concept Print/Poster MySideofLife.com Theater
Contents Executive Summary Research The Coke Side of Life Defined Creative Concept Print/Poster MySideofLife.com Theater

Contents

Executive Summary Research The Coke Side of Life Defined Creative Concept Print/Poster MySideofLife.com Theater Radio Media Direct Marketing Promotions Public Relations Evaluation Campaign Wrap-Up

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Media Direct Marketing Promotions Public Relations Evaluation Campaign Wrap-Up 01 02 04 06 07 11 14
Media Direct Marketing Promotions Public Relations Evaluation Campaign Wrap-Up 01 02 04 06 07 11 14

Executive Summary

The Coke Brand

Coke is real, authentic, honest, passionate and refreshing. It taught us to sing in perfect harmony. It even introduced us to Santa Claus. Coke is the kind of cultural fabric that unites all of us in some way. It has always encouraged us to share who we are and what we believe in.

Coke meets the Social Networking Lifestyle

The Social Networking Lifestyle has the power to truly unite multicultural youth and create a new brand community around Coke. It’s the idea that drives this campaign and brings meaning to The Coke Side of Life. It is also completely consistent with what Coke stands for.

The Coke Side of Life campaign should not fragment multicultural groups into distinct cultural silos. Coke doesn’t isolate people, it unites them. The one thing that brings together multicultural youth today is their obsession with the Social Networking Lifestyle.

Coke is in the perfect position to be the catalyst that will continue to unite people across all cultures, so it makes sense that The Coke Side of Life campaign should bring out this spirit among multicultural youth. However, Coca-Cola has not clearly defined what The Coke side of Life means to this demographic. iDENTITY’s campaign is an anthem for multicultural youth based on discovering, sharing, and shaping. The campaign resonates with each demographic through media placements, and at the same time brings together diverse cultures with one unified message.

The Social Networking Lifestyle Defined

The Social Networking Lifestyle is not just about a web page with a personal profile - it’s about everything that is done along the way to create a life to share with others. Multicultural youth focus their lives on discovering their place in society, sharing their experiences with others, and shaping the world they live in together. Discover. Share. Shape. That is the Social Networking Lifestyle. That is what unites multicultural youth.

Creative Execution, One Unified Message

Creative executions embody the Social Networking Lifestyle. They embrace the search for self, allow for unrestricted participation and are open to consumer modification. The combination of urban colors, active silhouettes and the Dynamic Ribbon tie together the elements of the campaign to unite the consumer, the Social Networking Lifestyle and Coca-Cola. These messages are backed by promotions, direct marketing, and public relations communications that create platforms for the consumer to share their Coke Side of Life experiences.

Discover. Share. Shape. The Social Networking Lifestyle.

Results

The Coke Side of Life positioning is simple, relevant and defines today’s multicultural youth. By integrating Coca-Cola’s tradition as a unity brand with the Social Networking Lifestyle, Coke can increase both consumption and brand health by at least 3% in 2008.

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brand with the Social Networking Lifestyle, Coke can increase both consumption and brand health by at
Research The Coke Side of Life African-Americans • Dancing and music are culturally relevant •
Research The Coke Side of Life African-Americans • Dancing and music are culturally relevant •
Research
The Coke Side of Life
African-Americans
Dancing and music are culturally relevant

The three groups that have the most prevalent influence over youth culture are African-Americans, Asian-Americans and Hispanics. While they all possess characteristics unique to their respective backgrounds, they also share a similar trendy, urban lifestyle. In order to reach multicultural youth, The Coke Side of Life will target twelve main cities based on their diverse populations and trendsetting reputation. Cities include: Los Angeles, San Diego, San Francisco, Houston, Chicago, Detroit, New York City, Boston, Philadelphia, Washington D.C., Miami and Atlanta.

Cultural African-American Significance

Miami and Atlanta. Cultural African-American Significance African-Americans started Hip-Hop culture, which reflects

African-Americans started Hip-Hop culture, which reflects their sound, style, dance, fashion and trends. This culture is largely defined by modern Hip-Hop music. Take out the beat, the chords, the rhythm and Hip-Hop becomes a story that takes a walk on the author’s side of life. By incorporating elements of Hip-Hop culture and music, The Coke Side of Life connects with the trendy urban mindset of African-Americans.

Music is the most cited passion for teens; going to a concert is the number one event of choice

African-Americans listen to 18 hours of radio per week as compared to an average of 13 hours for other demographics

Blackplanet.com is an African-American social networking site with over 18 million members

• Basketball and other forms of athleticism unite

• 42% pay attention to commercials in movie theaters

Asian-Americans

Cultural Asian-American Significance

• Youth live in a wide variety of cultural worlds and are engaged in a broad spectrum of media, entertainment and cultural activities

• They are breaking down racial barriers set by previous generations and defining their own relationships and values

Asian-American youth want to redefine their current status in today’s society. They want to be seen as more edgy with a highly adorned urban image. Asian-Americans value fashion, style, music, technology and customization. The edgy, non-conformist feel of The Coke Side of Life campaign will resonate with the Asian- American youth mentality. It allows for brand customization and delivers the trendsetting experience that the Asian-American market craves.

experience that the Asian-American market craves. • Hip-Hop music and surf wear have become a big

• Hip-Hop music and surf wear have become a big part of their culture

• Word of mouth is the top vehicle for Asian-American trends

• 71% use internet for e-mail/social networking

• 74% live in urban, metropolitan areas

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Hispanics

Cultural Hispanic Significance

• Highly influential in mainstream American culture (ex. popularity of Reggaeton music style)

American culture (ex. popularity of Reggaeton music style) Hispanic youth embrace the American way of life

Hispanic youth embrace the American way of life but are also proud of their heritage. The Hispanic youth have redefined multiculturalism by mixing and blurring the lines between cultures and ethnicities rather than compartmentalizing them into separate spheres. The focus on personalized unity in The Coke Side of Life incorporates Hispanic influence on Hip-Hop and American culture. This relevant message reaches Hispanics where they impart the most influence on society, and it encourages further participation in popular culture and in The Coke Side of Life.

• Desire to stray from stereotypes

• Heavy readers of magazines with lifestyle, entertainment and sports focused themes

• Younger Hispanics desire to be ‘Americanized’

• They enjoy music, love their iPod and are hooked on myspace

• Hispanics are heavy users of radio and they are 81% more likely to see a movie on opening weekend than the average person

Hispanics are heavy users of radio and they are 81% more likely to see a movie
Key Insights One Multicultural Body • Multicultural youth are “intra-cultural” – they do not identify

Key Insights

One Multicultural Body

• Multicultural youth are “intra-cultural” – they do not identify

themselves as one 1 specific culture; they blur the lines between

13-24 year olds are the most diverse market segment, however,

ethnic and racial identity

they are not concerned with ethnic designators

What this means to Coca-Cola

The multicultural youth market does not want to be divided. They

all share similar mainstream cultural values and want to have an

active role in defining what those values are. The Coke Side of

Life must embody the spirit of today’s multicultural youth by embracing these attitudes.

The Social Networking Lifestyle

• Multicultural youth love a new challenge, want responsibility, crave freedom, independence and control

• They believe friends are more credible than parents

• On-line social networking provides a forum for identity development and exploration of a far more diverse population

than their interpersonal 2 community

• They want to personalize everything

• E-mailing and instant messaging friends is just as popular as

talking to them on the phone

• They are constantly up-to-date on each others lives

What this means to Coca-Cola

New forms of communication are vital to connecting with the

multicultural youth market. The target is obsessed with discovering

new things and telling everyone about them. The Coke Side of Life should be a part of the Social Networking Lifestyle. It needs to create opportunities on a daily basis to discover and share the world of the multicultural youth.

to discover and share the world of the multicultural youth. Active Listeners • Movie theater ads

Active Listeners

• Movie theater ads rank as the highest “paid attention to” advertising for teens

• Music is the most cited passion for teens; going to a concert is the number one event of choice

• 96% of multicultural 3 youth listen to the radio each week

8 out of 10 read magazines; teens trust magazines more

iDENTITY conducted exhaustive secondary research to aid in the development of the campaign strategy
iDENTITY
conducted
exhaustive
secondary research
to aid in the
development of
the campaign
strategy

than any other advertising medium

• 38% of multicultural youth spend at least three hours on

the internet every day

• They desire to interact with brands

What this means to Coca-Cola

Multicultural youth are listening; however, they want a say in

what’s going on. They have decided how and when they want to interact with brand messaging. By acknowledging these values, The Coke Side of Life can become a member of the youth community rather than a marketer.

The “Me” Factor

• Multicultural youth believe they should have anything, anytime, anywhere

• Young adults seek an emotional connection with brands and want a rational reinforcement of that emotional connection

• Brands must be able to keep up with teens’ ever-changing lives

• Young adults are 4 very self-confident and very individualistic;


86% of youth say people should be free to look, dress and live

they have their own personal style

Teens have a strong sense of individualism and often want

independence from the previous generation

the way they want to, whether others like it or not

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It’s no longer about control - fans now own the product

What this means to Coca-Cola

The Coke Side of Life needs to understand that multicultural youth want to be unique individuals while being part of a group at the same time. Because of this dichotomy, The Coke Side of Life should focus on creating a balance between individual identity and group membership.

SIDE OF LIFE DEFINED

The COKE

sharing your world.

Finding yourself by discovering and

Side of Life.

This is The Coke

Coke created a legacy as a symbol of unity, but that message never resonated with the multicultural youth market.

with todays youth,

In order for Coke to connect

and join a

with their lifestyle

it must align itself

shaping their world.

generation in discovering and

and

Coke lives on the side of life that embraces action

supports the search for self. Its about being a doer, not a sitter. Its about not just letting life pass you by. Its about

realizing that every moment comes with the option of A or B

affects your path. At each moment there is

and that choice

The Coke Side of Life.

an opportunity to choose to live on

Coke lives on the side of life that embraces action and supports the search for
Coke lives
on the side of life
that embraces action
and supports the
search for self.
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4
y t o choose to live on Coke lives on the side of life that embraces

that picture

Living on The Coke Side of Life is putting away

a car. You can’t just

piling your friends into

of the beach and

song on The Coke Side of Life;

you

listen to your favorite

It’s not just an option to

must sing out loud for all to hear.

tell everyone you know about that little restaurant downtown

that redefines great food; its an essential part of your day.

Others

and your talents.

your life, your culture

You must share

to experience your world because it’s a

must have the opportunity

their self-discovery, just as their world is a part of yours.

part of

drinker is to live on The Coke Side of Life.

To be a Coke

your interests; it’s about doing

about discovering

It’s not

something with them. So grab your guitar and go find a singer

tell everyone you know

the song you wrote;

to help you finish

three days ago and are still laughing

that joke you heard

about; stay up late at night just so you dont miss out.

to do

The Coke Side of Life is not for the closed-minded. Dare

Dare to be yourself.

the things you love.

around you. Always have a story to tell and always have someone to

your life this way; that’s The Coke Side of Life.

tell it to. Living

t o your life this way ; that’s The Coke Side of Life. tell i t
t o your life this way ; that’s The Coke Side of Life. tell i t
t o your life this way ; that’s The Coke Side of Life. tell i t
Dare to shape the world 5
Dare to shape
the world
5

Creative Concept

Creative Concept Ideas That Create Meaning Concept Testing Multicultural youth understand the Coca-Cola tradition, but
Creative Concept Ideas That Create Meaning Concept Testing Multicultural youth understand the Coca-Cola tradition, but

Ideas That Create Meaning

Concept Testing

Multicultural youth understand the Coca-Cola tradition, but view Coca-Cola as a static brand because it has yet to speak specifically to them in a fun, relevant way. For a brand to be successful, it needs to reach consumers on an emotional level, creating a bond between brand and consumer. By giving The Coke Side of Life a voice that this market can relate to and a look that grabs and holds their attention, The Coke Side of Life isn’t just another campaign, it’s a new way for multicultural youth to define their lives.

The creative concept adds relevant meaning to The Coke Side of Life for multicultural youth. Much of the creative offers different takes on The Coke Side of Life insuring that the campaign never tells the consumer there is only one way to live the Social Networking Lifestyle. Instead, it allows the consumer to connect the headlines to their own life experiences. The creative uses several different formats of interaction to strengthen the consumers’ understanding of The Coke Side of Life. Through print and poster work that grabs attention, a website that enables action, a theater ad that encourages participation and radio spots that promote story sharing, multicultural youth will be fully immersed in actively creating their own Social Networking Lifestyle and defining the meaning of their Coke Side of Life.

After developing the creative concept, iDENTITY wanted to be sure that the Social Networking Lifestyle was the agent of unity for multicultural youth. To test the concept, iDENTITY conducted 600 one-on-one interviews with multicultural youth to see what their lives were all about. Here’s what they thought about life:

• Everyone should share their talents with others

• People need to have fun and enjoy their lives

• It’s impossible to really help someone unless you’re happy with yourself

• Following your heart brings joy

• Personal talents should be used to strengthen the community

With these insights, iDENTITY decided to give consumers just what they were looking for - a creative campaign that uses exciting colors and a spirited theme to encourage the consumer to discover, share and shape. Focus group data shows that iDENTITY’s creative executions struck a chord with multicultural youth. They described executions as energetic, vibrant and exciting, saying the ads made them want to go out and make their own stories to share with others. They said if they saw the ads in a magazine they would rip them out, post them on their wall and even use the headlines in their personal profiles and away messages.

“If I saw one of these in a magazine I would rip it out and
“If I saw
one of these
in a magazine I
would rip it out
and put it on
my wall.”
“I like to talk about what’s going on in my life at that specific time.
“I
like to talk
about what’s going
on in my life at that
specific time. Anything
important or things that
I care about like classes,
hobbies, my feelings/
struggles, my weekend
plans, aspirations
and future.”
“I feel that
everyone should
share their gifts with
society, trying to leave it
a better place than when
“Its
energetic,
vibrant and
exciting, but
feels personal
at the same
time.”
we came into it.
But I also
feel like we need to have fun
and enjoy our time here be-
cause you can’t help any-
one when you can’t help
yourself be happy
first.”
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and enjoy our time here be- cause you can’t help any- one when you can’t help
The ads reflect the essence of the Social Networking Lifestyle while leaving room for consumers

The ads reflect the essence of the Social Networking Lifestyle while leaving room for consumers to personalize the messages to their own lives. The print work is also highly adaptable, allowing for multiple placements, including magazines and posters in relevant locations.

Headline

Each headline is a single, concise thought from a different perspectives that interprets The Coke Side of Life in an unreserved, spirited tone. The illustrative typefaces change in each ad, giving a personalized feel.

Colors

Dynamic and vibrant colors give Coke a fresh, youthful look.

Print/Poster

colors give Coke a fresh, youthful look. Print/Poster Dynamic Ribbon Familiarity to the brand is retained

Dynamic Ribbon

Familiarity to the brand is retained through the reference to the original Coke Dynamic Ribbon. The modified form of the Dynamic Ribbon bursts with color, grabbing the attention of multicultural youth. Colorful silhouettes emanate movement, interconnectedness and never-passive attitude that subtly reinforce The Coke Side of Life’s drive to discover, share and shape.

Web Address

The website invites viewers to discover more about what makes The Coke Side of Life their kind of life.

Web Address The website invites viewers to discover more about what makes The Coke Side of
Web Address The website invites viewers to discover more about what makes The Coke Side of

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Print/Poster

Print/Poster

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Location Specific

Pool Side

Mass Transit Interior

Taxi Top
Taxi Top

MySideofLife.com

MySideofLife.com is a website offering members different resources that inspire them to live on The Coke Side of Life. Unlike coke.com or mycoke.com, which give users things to do strictly online and mainly by themselves, iDENTITY’s site acts as an online resource so the target can take the ideas off-line as well.

Home Page

The MySideofLife.com home page allows for two accessible pathways to the different pages featured within the site. First, nine buttons will be posted on the left side of the home page linking access to the differ- ent activity pages available. Second, when scrolling over the nine dif- ferent interactive silhouettes, each will “pop out” individually, allowing clickable access to their associated link.

The following are the nine categories found on the home page:

1) Login/Password

The Login box offers users access to a personal account where they can post pictures, a biography and information for the “MyArt,” “MySkills” and “MyWishes” sections of their page. Links to “The Coke Side of Life Approved Websites” are also be listed to take members to sites that live on The Coke Side of Life.

of Life Approved Websites” are also be listed to take members to sites that live on
of Life Approved Websites” are also be listed to take members to sites that live on

Home Page

of Life Approved Websites” are also be listed to take members to sites that live on
of Life Approved Websites” are also be listed to take members to sites that live on
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Coke “Discovered”
Coke “Discovered”
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Idea Generator

MySideofLife.com

2) Discovered

Coke “Discovered” is a section of the website focused on local, unsigned artists. Artists will be able to upload their demos, create biographies and post concert dates to gain exposure and a following. Users will go to the site to listen to new music, download songs from the artists and vote on their favorite local music. Weekly podcasts give users a chance to hear the latest submissions, and a weekly contest allows one user to be the guest DJ for the podcast. Members can also vote to have their favorite local artist play a concert in their area.

3) Events

Officially sponsored Coke events, such as “The Carnival of Coca-Cola,” will be listed in this section.

4) Grant a Wish

Members will post wishes they have on their personal pages, such as obtaining an old CD they used to love. Users who grant these “Coke Wishes” have the opportunity to gain Coke Rewards points.

5) Idea Generator

The “Idea Generator” creates a list of fun activities to do based on the interests entered into the search engine. The search engine requires the user to enter the location (city, state or zip code), how many people attending and how much money is willing to be spent. If the user is looking for more generalized activities, they can also click on “Spin the Bottle,” which will offers random ideas that anyone can do.

generalized activities, they can also click on “Spin the Bottle,” which will offers random ideas that

6) Photo Hunt

Members can submit ideas for interesting picture opportunities that relate to The Coke Side of Life. After each suggestion or entry submission, Coke Rewards points are received. When viewing entries, users can click the photos that direct them to the artist’s personal home page.

7) Posters

This section allows people to print their favorite posters/ads from the website. Individuals can also create their own posters by using templates that consist of the modified Dynamic Ribbon, logo and headline. They can pick their own personal color schemes for their poster and decide which lines fit them the best or even write their own lines. Members receive Coke Rewards points for sharing artwork on their “MyArt” page.

8) Road trip

This page includes a map of clickable hotspots in different cities. Users can also search by zip code or city and state for a list of events in the area. Examples include concerts supported by the “Discovered” section, Coke promotions and any other activities shared by members that include The Coke Side of Life theme. People can also construct a road trip within their county, state or region by answering a few simple questions.

9) Skills Sharing

Members can share talents they’re willing to teach/show others. Their skills can be uploaded in the form of music, video, pictures or text. Skills can be anything from French-braiding to skateboarding. Members are encouraged to focus on what they’re good at, as well as what they want to improve. Members who participate receive Coke Rewards points.

MyCokeRewards.com

The link to MyCokeRewards.com on the home page keeps it accessible and drives traffic to the site.

Road Trip

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Theater Spot

Since movie attendance in theaters is high among the target, it makes sense to place an ad on the big screen. Our ad, however, is no ordinary ad. It is one that engages the audience and invites them to participate in The Coke Side of Life. It mocks the passive experience of the traditional movie trailer and encourages the audience to actively participate. The theater spot will run just before the regularly scheduled movie previews, then complete it’s message after the last preview has ended.

SCRIPT:

How is it that at the end of every preview

How about a game?

Someone runs from an explosion or a ragtag team goes for the gold

I turn to my friends and say, “That movie looks amazing!”

Throw popcorn at the screen whenever there is:

Is it that preview voice?

An ultimate fight between good and evil

That voice no one actually has in real life?

A

triumph of the human spirit

That’d be weird though.

or

Rob Schneider

“In a world where I am your waiter One soup could save them all.” It’s that voice that tricked me into Basic Instinct II. So I’m taking a stand

So sit up. Get ready And bring on the previews

Against sitting and watching And blindly accepting. The least I can do

(REGULARLY SCHEDULED PREVIEWS HERE)

Is make these previews my own. So here’s an idea:

Try and keep up. Next time, you’re on your own.

So that’s how I play. Think you can do better? Let’s see it. Show me how you can live life

Here’s how I play:

With a little more flavor. But for now

Throw popcorn in your mouth whenever someone says, “The call is coming from inside the house” “It’s a trap!” or “I love you, Daddy”

The lady in front of you looks a little upset. You might want to apologize For ordering extra butter. MySideofLife.com

Throw popcorn at a friend whenever:

The murderer appears in a mirror

Non-Traditional Theater

To further establish what The Coke Side of Life means, lines tailored to the movie going experience will be placed on cups, popcorn containers and napkins. These lines will be humorous and generate the same attitude about The Coke Side of Life that the print work does.

Phrases on Coke Cups/Popcorn Containers/Napkins

• Take cover behind the seat in front of you during battle scenes

• Ask what the theater’s return policy on popcorn is

• Challenge your friends to see who can find the most loose change

• Hide under the seats at the end of the movie and scare the people cleaning the theater

• Ask the audience if you can turn on the lights because you’re afraid of the dark

• When you leave to get a refill, ask the people in the audience if they want anything

• Sit next to the only other people in a near empty theater -

Especially if it’s a couple

• Play musical chairs to the length of an advertisement

• Convince the person next to you that you are related to the main actor or actress

• Ask the stranger next to you if you can hold their hand during the scary parts

• Make up your own language and try to order popcorn - Use a friend to translate

• Sit in the front row and critique the previews - Loudly

• Ask the person next to you if you can trade some of your popcorn for their candy

• Stare at the people behind you for the duration of a preview

• Ask someone if you can have their seat because it’s your favorite in the whole theater - Don’t sit there after they move

if you can have their seat because it’s your favorite in the whole theater - Don’t
if you can have their seat because it’s your favorite in the whole theater - Don’t
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Radio Radio let’s them share their stories with the world.
Radio
Radio
let’s them
share their
stories with
the world.
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Radio is extremely flexible and effective media for communicating The Coke Side of Life. In addition to being a favorite pastime of a large percentage of the target market, listening to the radio also gives this group a chance to create, share and compare stories with others just like them. The message delivered via radio doesn’t feel too corporate, but instead delivers a message that is open-ended, leaving the power in the hands of multicultural youth.

Everyone has their own way of expressing and living The Coke Side of Life. So why not share it with the world? Radio gives the consumer a chance to do just that. A series of 10-second spots pique the interest of the target and encourage them to fill in the blanks. Each spot consists of one provocative or off-the-wall quote and then invites listeners to create a story, be it real-life or fictional, that ends with the quote. The spot ends with an invitation to visit MySideofLife.com, where more information is provided. The best responses will be selected and turned into 60-second radio spots with the original author getting the chance to provide the voice- over. The creativity and enthusiasm demonstrated by the ads will inspire others to create and submit their own Coke Side of Life stories. The connection between Coca-Cola and the consumer will grow as multicultural youth directly interact with The Coke Side of Life.

The “Intro” spot that introduces the campaign plus a few examples of 10- and 60-second radio spots are provided to give further context to the plan for radio.

30-Second Coke Radio Spot

“Intro” :30 VO: And that’s how my voice ended up on the radio. I was listening to some music station or other, not paying attention, and then this commercial came on for Coke. They explained how to get your very own commercial on the air and I actually listened, instead of tuning out for once. If I hadn’t, I wouldn’t be famous today. Well, famous among my friends anyway. The commercial said that they give you the endings and you just start the story. So, I wrote this one: it was so fresh, so wild. It was the craziest thing I ever told. I uploaded it to MySideofLife.com, and that’s how my voice ended up on the radio.

10-Second Teaser Spots

“Wasabi” :10 VO: And the wasabi shot out of my nose. SFX: 2-second silence VO: Want to find out how it got there? Tell us how at MySideofLife.com

“Baseball” :10 VO: The inside of a baseball is cooler than you think. SFX: 2-second silence VO: Do you know what it looks like? Tell us your story at MySideofLife.com

“Scar” :10 VO: My friends never let me forget how I got that scar. SFX: 2-second silence VO: Want to tell us how you got it? Go to MySideofLife.com

“Nickname” :10 VO: I never lived down the nickname ‘Meter Maid.’ SFX: 2-second silence VO: The story should be even more embarrassing than the nickname. Tell us why at MySideofLife.com

“Russia” :10 VO: So now I live in Russia. SFX: 2-second silence VO: Think you can tell us a story that ends with that? Go to MySideofLife.com.

“Pigeons” :10 VO: Moral of the story: Don’t follow the pigeons. SFX: 2-second silence VO: Got a story to prove it? Share it at MySideofLife.com.

of the story: Don’t follow the pigeons. SFX: 2-second silence VO: Got a story to prove

60-Second Examples of Consumer Generated Spots

“Next Time, I’ll Just Change the Light Bulb” :60 VO: Line - Next Time, I’ll Just Change the Light Bulb. We killed them in OT by 2 goals but bro, the regular game was killer. I came home, tossed my cleats outside, jumped on my bed and crashed. I woke up the next morning to the sound of my bus leaving me behind. I booked it to the basement laundry room for clean clothes, flipped the light and nothing happened. No worries, I could find my stuff blindfolded. I went nuts getting ready, just made sure I wasn’t naked and ran to Joey’s for a ride. The whole day people kept eyeing me, smilin’ during my speech class. Guess my game was pretty tight yesterday. I got to the locker room for practice and passed a mirror. Oh crap – my sister’s dirty laundry got mixed with mine and that was definitely a bra hanging outta my pants. The whole team never let me forget it, so next time, I’ll just change the light bulb. Wanna hear more stories like this? Hit up MySideofLife.com.

“Moral of the Story: Don’t follow the Pigeons” :60 VO: Line - Moral of the Story: Don’t follow the Pigeons. It was the hottest summer that anyone on the block could remember. There was only one place to go to get cooled off. The community pool - the place to be. One afternoon, I decided to take a walk in the park, hoping there might be a breeze to help me cool off. I came across a group of pigeons. There were dozens of them. Not a piece of bread or statue in sight. I did the only natural thing- chased them. They bolted, flying across the street, and I followed close behind. They landed on a clothesline above the pool, which was for the first time, empty. Man, I was so pumped. I jogged to the side, and took my shirt off, getting ready to jump in and be refreshed. Then I looked up at the pigeons. They then all did the thing that pigeons do so well. And so often. Right into the fresh, clean pool. Disgusting. Never swam in that pool again. Moral of the story: Never follow the pigeons. Wanna hear more stories like this? Hit up MySideofLife.com.

“I Never Knew a Mule Could Kick So Hard” :60 VO: Line - I Never Knew a Mule Could Kick So Hard. It was the night of the school carnival. It was just as boring

as it always is, same stupid rides and little kiddie games until

I met Scrappy. What a cool carnie. He works the Spin-and-

Twurl. I told him these baby rides and infant games really

weren’t cutting it this time ‘round. He said there was actually

a new attraction, one that I should only play if I was really up

for a challenge. So Scrappy led me to the petting zoo behind the Screamin’ Dragon, and I saw a bunch of tough looking- kids, kids strong like me, playing a game of Mule-Head ring toss. I asked if I could join in. Next thing I know, it was my turn. Turns out I have little aim. I nailed that mule smack in the head. I never knew a mule could kick so hard. Wanna hear more stories like this? Hit up MySideofLife.com.

“My Friends Never Let Me Forget How I Got That Scar” :60 VO: Line - My friends never let me forget how I got that scar.

I was watching the news the other day and I recognized

what was on the screen. “Hey that’s my backyard,” I yelled and without even thinking, I ran outside. A voice from the animal control helicopter above said, “don’t move.” I froze. I wasn’t really sure if he was talking to the koala bear in the tree or me. Luckily I had just finished watching “When Animals Attack VII,” so I knew exactly what to do. I screamed. The koala, on the other hand, just stared back it me. It was the cutest, scariest moment of my life. Against the wishes of animal control, I approached the koala. I’m not really sure

control, I approached the koala. I’m not really sure what happened next, but when I woke

what happened next, but when I woke up a few hours later,

I

cheek. My friends never let me forget how I got that scar. Wanna hear more stories like this? Hit up MySideofLife.com.

was surrounded by people and had a paw sized scar on my

scar. Wanna hear more stories like this? Hit up MySideofLife.com. was surrounded by people and had
Media iDENTITY’s media plan delivers one unified message to each segment of the multicultural youth

Media

iDENTITY’s media plan delivers one unified message to each segment of the multicultural youth market. By placing creative executions where consumers live out their Social Networking Lifestyle, iDENTITY’s media placements accomplish the goals of The Coke Side

of Life campaign.

Print ($1,888,609)

Selections Rolling Stone, Vibe, Hip Hop World, Super Street, Latino Future, Superonda, Animerica, 13 Minutes

The multicultural youth market wants to be reached on their own terms.
The
multicultural
youth market
wants to be
reached on their
own terms.

Rationale Traditional print media has one of the widest reaches and is the most trusted media, especially among the youth market. The target is least likely to multitask when reading magazines as compared to other media. In addition, those who read magazines lead more active lives, one of the main components of the strategy. The multicultural target reads both widely circulated, general interest magazines and niche, special interest magazines.

TRADITIONAL: $4,542,109

Radio ($2,653,500)

Selections Rhythmic CHR & Urban Contemporary in Chicago, LA, NYC, Detroit, Miami, Washington D.C., Houston, San Diego, San Francisco, Philadelphia, Atlanta, Boston

Rolling Stone is widely recognized as the source for entertainment and news for all young adults. Vibe, Hip Hop World, and Super Street appeal to all multicultural youth and create a bridge across racial and ethnic communities. In addition to these overarching magazines, ads will run in culture-specific print magazines to reach the three major multicultural groups individually.

Who Multicultural Youth, ages 13-24 Where Nationwide, focus on top multicultural markets of Chicago, LA, NYC, De- troit, Miami, Washington D.C., Houston, San Diego, San Francisco, Phila- delphia, Atlanta, Boston When January 1, 2008-December 31, 2008 How Connecting with the consumer in the media they relate to most: radio, print, internet, movies, malls, and on-the-go.

Rationale Radio is a key part of life for youth in the United States, with 96% of teenagers listening to the radio every week, and 80.6% listening every day. Over the course of a week, the average teenager will listen to 13.5 hours of radio. For African-American and Hispanic teenagers, radio’s influence is even more impressive, with teens listening for an average of 18.25 and 17.75 hours a week, respectively. Unique radio ads in 10-, 30- and 60-second spots feature a call-to-action for the listener that will drive traffic to MySideofLife.com and allow the target to participate in creating user-generated ads for the campaign. Radio ads will run every other month for the duration of the campaign. The focus is on radio stations that play Rhythmic CHR and Urban Contemporary formats because they are most popular among our target’s age and multicultural groups. Running our advertisements during the evening (7PM-12AM) will provide the best reach in the most cost-efficient way.

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1
NON-TRADITIONAL: $6,508,520 Internet ($292,500) Selections pandora.com, blackplanet.com, batanga.com, asiafinest.com,

NON-TRADITIONAL: $6,508,520

Internet ($292,500)

Selections pandora.com, blackplanet.com, batanga.com, asiafinest.com, kiwibox.com, whateverlife.com, snapvine.com, eventful.com

Rationale Over 85% of the target uses the internet with 35% of their total media consumption done online. Pandora.com, an internet radio focused on music discovery, will be fully sponsored by Coca-Cola. Over half of the target uses the Internet to listen to and download music.

55% of all online American youth use social networking sites. Blackplanet.com, a social networking site with 18 million members, addresses issues related to African-Americans and urban life. Batanga.com and asiafinest.com are similar sites that reach Hispanic and Asian-American youth, respectively. Coca-Cola advertising will be integrated into the sites, sponsoring valuable content for their users.

“The Coke Side of Life Seal of Approval” A network of Coke Side of Life sites will be featured on MySideofLife.com as sites for users to explore that are already popular among the target. Coca-Cola sponsorship will appear on the homepage of each site in the form of “The Coke Side of Life Seal of Approval.” These Coke Side of Life approved sites will be free advertising for the brand, as MySideofLife.com will drive traffic to these sites in exchange for a seal on their home pages.

Reactrix ($972,000)

Reactrix systems create highly entertaining branding displays that respond to the audience’s movements, also known as “brand play.” They come in the form of interactive games that will feature full sponsorship by Coca-Cola. Placing advertisements in the Reactrix

systems in malls and movie theaters will allow Coca-Cola to connect with the target in a fun way at locations they already frequent on

a regular basis. 87% of consumers think that the Reactrix systems

are entertaining and fun, and 47% of consumers intend to purchase the products in the advertisements after using the Reactrix systems.

Reactrix also provides excellent word of mouth for the campaign, with 60% of consumers saying that after using a Reactrix system they told

a friend or family member about their experience.

60% of consumers saying that after using a Reactrix system they told a friend or family
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Media

NON-TRADITIONAL (continued)

Mall ($1,462,400)

57% of teens said they went to the mall within the last seven days. The average teen spends 2.5 hours at the mall in any given week. Over 75% of Americans visit a mall each month, making an average of five trips per month, spending nearly $41 each visit. Mall advertising reaches the target in a pedestrian environment when they are mentally alert to experience advertisements. Backlits will show two creative executions back to back, while floor panels with the Coke creative will lead the consumer to point-of-purchase locations.

Movie Theaters ($1,768,400 includes Pre-show Ads and Concession Items)

($1,768,400 includes Pre-show Ads and Concession Items) Young adults are avid movie-goers. Hispanics are 81% more

Young adults are avid movie-goers. Hispanics are 81% more likely to see a movie on opening weekend than the average person in the market. 42% of African-Americans pay attention to commercials in movie theaters. 19% of advertisements before a movie are likely to influence the products teens purchase. Theaters in the twelve cities will be the site of interactive pre-show commercials, Reactrix games, and branded concession stand products.

Posters ($408,500)

Wild Postings are posters placed in the twelve cities to resemble guerilla marketing. These posters will be placed in the areas of cities that the target frequents, including near pools, basketball courts, beaches, soccer fields and amusement parks to coordinate with the creative message each displays.

A customized, interactive movie theater campaign allows the target to enjoy an interactive pre-show experience, leaving a lasting impression on the viewer. This use of media will create word of mouth among teens in specific geographic locations. Word of mouth is a key way to reach our target, as 61% of Asian-Americans prefer it over any other media.

Transit ($1,604,720)

To create a comprehensive Coca-Cola movie-going experience, sayings associated with The Coke Side of Life, such as “Take cover behind the seat in front of you during battle scenes” will be branded onto popcorn containers, drinking cups and napkins. This will allow Coca-Cola to stand out in movie theaters and will reach our target in several locations, from waiting in the ticket line to buying snacks at the concession stand.

Selections Taxi tops, Interior posters on subways and trolley cars

Rationale Taxi tops in ten of the cities will reach a wide audience, specifically the 18-24 age group that spends time commuting to work. Taxi tops are highly visible to all pedestrians in the city. Interior posters on subways and trolley cars will also reach a wide audience in the five cities that have mass-transit systems of this kind.

Total Media Budget: $11,800,629

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Media Schedule 21

Media Schedule

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Direct Marketing Multicultural youth desire to create a dialogue with brands. By engaging consumers through

Direct Marketing

Multicultural youth desire to create a dialogue with brands. By engaging consumers through unique point-of-purchase executions and allowing them to reshape MyCokeRewards. com, Coca-Cola will be able to build personal connections and increase sales.

Coke Catalog ($167,612)

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To increase awareness of the program, an 8-page catalog will be inserted into 12/24-can cases. The catalog presents new featured rewards that are available, as well as past winners from the distributor’s local area enjoying their rewards. There will be an option on the MyCokeRewards website for past winners and purchasers to upload photos of themselves using their reward. In

addition, the catalog will feature local bands, upcoming music events and movies, new videogame releases and noteworthy individuals, supplemented with a bio and photographs. All of these articles will have a call to action portion for the MyCokeRewards website so consumers can nominate themselves or others to be in future issues. At the end of each 5.5” x 8.5” catalog, a tear out poster of a creative execution will be attached. A new catalog will be printed every nine weeks throughout the campaign, as new material is submitted by the consumers. The design of this 8-page catalog will consist of a Coke

Side of Life line alongside the Coca-Cola modified Dynamic Ribbon.

MyCokeRewards Revamp ($42,522)

To attract and excite the multicultural youth market to participate in the MyCokeRewards system, point allocation will be updated and new rewards will be offered. This update of MyCokeRewards will further increase interaction between consumers and the brand.

The consumer will be more excited about logging onto the website to see how much
The
consumer will
be more excited
about logging onto
the website to see
how much the cap
is worth.

Rewards codes will still be placed on bottle caps and 12/24-can cases; however, consumers will not know how many points a cap is worth until redeeming the code. With the element of chance, people will be more excited about logging onto the website to

In order to foster more participation in the MyCokeRewards program, there will be a check-

off box stating, “I want to receive more information about Coca-Cola events and promotions,” available when an entry for a promotion is sumbitted. For the people who leave it checked, the MyCokeRewards catalog will be sent to them, up to 200,000 consumers, further promoting the MyCokeRewards program.

see how much the cap is worth. Point allocation will vary from 1 to 20 points, with the highest point values being the rarest. Rewards points will also be given on MySideofLife.com for certain submmisions. This will create a new way for consumers to interact with MyCokeRewards as well as build a unity between the two sites.

To build a connection between consumers and their rewards, many rewards will be customizable. Participants may use their points to get their favorite Coke Side of Life line printed on clothing such as T-shirts, sweatpants, sweatshirts, shorts and tank tops. There will be an option to order personalized sports jerseys for an entire team or a single person made in colors similar to the creative executions. Other rewards will include: turntables, guitars, digital film, video cameras, film/sound editing software and gas cards. If users don’t see rewards they want, there will be a suggestion box on the website where they can submit entries of rewards they would like to see available.

there will be a suggestion box on the website where they can submit entries of rewards
there will be a suggestion box on the website where they can submit entries of rewards
Point-of-Purchase ($956,772) To create an in-store presence and increase brand consumption, the campaign includes a

Point-of-Purchase ($956,772)

To create an in-store presence and increase brand consumption, the campaign includes a variety of point-of-purchase displays. This tactic will integrate Coca-Cola into the consumer’s shopping experience from beginning to end.

Point-of-purchase marketing will occur in grocery store chains and convenience stores, partnering with SUPERVALU and Its subsidiaries, including Jewel-Osco and Albertson’s. The POP incentives will be executed at ten of these designated SUPERVALU stores in each of the twelve cities for the campaign. The Coca-Cola modified Dynamic Ribbon and logo will be displayed on price tag shelving underneath Coca- Cola products and products that compliment the beverage, such as salty snacks, candy and frozen meals. Price rail signage will rotate every three months among four Coke Side of Life headlines from the new campaign.

Floor decals of the modified Dynamic Ribbon and The Coke Side of Life logo will be placed at the entrance of the store and lead to the aisle displaying Coca-Cola Classic. Creative executions will be placed on overhead aisle markers, which display the different products in each aisle; for example, the sign would read: “Water, Juice, Soda, Coca-Cola.”

Lastly, conveyor belts in checkout aisles will be printed with creative executions every other month. Each of the 120 stores will have three designated checkout belts designed with the modified Dynamic Ribbon and new colors.

Total Direct Marketing Budget: $1,166,906

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Promotions

The multicultural youth market has consistently expressed their distaste with being bombarded by advertising. iDENTITY has taken an approach in which Coca-Cola is still effectively promoted, but consumers are encouraged to discover, share and shape their experiences by making the promotions fit their lives. The promotional approach grabs attention but still has an underground feel. It will grow strongest through word of mouth and social networking.

“Message in a Bottle”

Objective

• Reinforce the spirit of The Coke Side of Life

• Create new medium for user-generated content

Execution Consumers will submit their Coke Side of Life quotes and stories onto MySideofLife.com. Selected messages will be printed on the inside of Coca-Cola Classic bottle labels and fridge pack tear-offs where consumers will discover them after purchase.

Strategy By allowing consumers to create messages that will be printed onto the product, Coca-Cola will invite consumers to directly interact with the brand and share their version of The Coke Side of Life. This promotion will drive web traffic and build brand health through personal consumer investment in the campaign.

Tracking

Number of visits and submissions made to the “Message in a Bottle” page on MySideofLife.com will be tracked

Dates: March – December 2008 Budget: In-House Production Costs Promotions are spread evenly throughout the
Dates: March – December 2008
Budget: In-House Production Costs
Promotions
are spread evenly
throughout the
year to maximize
campaign
exposure.
24

The Coke Side of Life Widget

Objective

• Provide consumers with repeated interaction with The Coke Side of Life campaign

• Enable simple access to MySideofLife.com components

• Drive traffic to MySideofLife.com

Execution Consumers will be able to download a MySideofLife.com widget - a computer desktop program that will deliver daily, personalized updates on different components of the campaign: songs from Coke “Discovered,” new user-submitted Coke Side of Life phrases, local events and things to do, and user-submitted favorite websites.

and things to do, and user-submitted favorite websites. Strategy Multicultural youth want access to online content

Strategy Multicultural youth want access to online content to be as simple as possible. By creating a program that automatically updates daily, MySideofLife.com users will be able to access parts of the website quickly and easily, even if they are not on the site at that moment.

Tracking

• Number of widgets downloaded and frequency of use will be tracked

Dates: January - December 2008 Budget: No Cost

• Number of widgets downloaded and frequency of use will be tracked Dates: January - December
“The Chosen Few” Objective • Facilitate discovery and sharing among consumers • Increase exposure to

“The Chosen Few”

Objective

• Facilitate discovery and sharing among consumers

• Increase exposure to creative executions

• Directly link advertising to the product

Execution One in ten Coca-Cola Classic bottles encased in a special full bottle plastic wrap that reflects the creative executions will be placed in vending machines. Each special wrap will read “Tell all your friends. Show off to your enemies. You just won a free Coca-Cola Classic,” with official details listed below. The bottle cap will be redeemable for a free 20 oz. Coca-Cola Classic at any local retailer. 250,000 special bottles will be distributed, and the promotion will continue until supplies run out.

Strategy With no advertising, this promotion will grow solely through word of mouth. The unexpected discovery of a free Coca-Cola, unique packaging and a message that encourages consumers to share the experience will create strong buzz.

Tracking

• Sales at vending machines will be tracked throughout the campaign

• Number of bottle caps redeemed will be tracked at participating vendors throughout the campaign

Dates: February & October Budget: $312,500

will be tracked at participating vendors throughout the campaign Dates: February & October Budget: $312,500 25
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25

Promotions

“Surfing in the Park”

Objective

• Provide wireless Internet access in new locations

• Generate traffic to MySideofLife.com

Execution Designated areas of a public park in each of the top twelve cities will have signs and benches wrapped in the Modified Dynamic Ribbon indicating that Coca- Cola will provide free Wi-Fi Internet access. The park locations were chosen for either their proximity to public transportation or because they are within walking distance of office buildings or schools. When the user first connects to the Wi-Fi locations, he or she will be directed to the MySideofLife.com home page.

Strategy Free Wi-Fi provided by Coca-Cola in public parks offers consumers an escape from the everyday office or classroom settings. The park environment combined with Wi-Fi allows for discoveries that may not occur indoors. Upon connecting, the prompting of the MySideofLife.com home page fuels interaction on the site and generates exposure for The Coke Side of Life campaign.

Tracking

• Web use will be tracked throughout the promotion

Dates: January - December 2008 Budget: $32,820

Public Park Locations:

• Chicago: Grant Park

• Los Angeles: Griffith Park

• New York City: Washington Square Park

• Detroit: Belle Isle Park

• Miami: Crandon Park Beach

• Washington D.C.: Marvin Gaye Park

• Houston: Market Square

• San Diego: Balboa Park

• San Francisco: Union Square Park

• Philadelphia: Schuylkill River Park and Trail

• Boston: Columbus Park

• Atlanta: Centennial Olympic Park

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Park • Philadelphia: Schuylkill River Park and Trail • Boston: Columbus Park • Atlanta: Centennial Olympic

“Show Us Your Space”

Objective

• Allow target to express their Coke Side of Life and share it with others

• Attract college students and young professionals to MySideofLife.com

Execution Members of MySideofLife.com can upload and share photos of their own creatively designed personal work or living space, which can include dorm rooms, office cubicles and other areas straight to the web. The MySideofLife. com community can then view and rate the unique spaces on a 1-10 scale. Upon rating a submitted photo, the viewer will instantly receive another image to rank in order to maintain the viewer’s attention.

Strategy “Show Us Your Space” allows users to express their creativity among peers and gain new insight and discoveries viewers can implement into their own spaces. The underlying theme of “Show Us Your Space” focuses on interactivity among peers and Coca-Cola. The viewing and ranking of innovative spaces depicts unique and interesting paths down The Coke Side of Life.

Tracking

• Number of visits and submissions to the “Show Us Your Space” page on MySideofLife.com will be tracked by StatCounter

• Number of votes and average ratings will be tracked for each space

Dates: January – December 2008 Budget: No Cost

“Carnival of Coca-Cola”

Objective

• Create buzz and awareness of Coca-Cola’s community presence

• Create opportunities for youth to get involved and make an impact in their commuities Execution Teams of up to five participants, ages 13-24, are encouraged to apply for the chance to paint one of 30 fiberglass Coca-Cola bottles that will be displayed in their city. Press releases will be distributed to local newspapers, news stations, colleges and high schools in the twelve cities to spread word of the raffle. Applications will be accepted from April 1-15 on MySideofLife.com and 30 teams will be selected by random raffle from each of the twelve cities. Raffle winners will be notified by April 22 and a five foot fiberglass Coca-Cola bottle will be delivered to each group. Teams will have from April 22 to May 20 to finish painting the bottle with representations of their Coke Side of Life. Bottles will then be collected and coated with weatherproof enamel.

All cities will unveil their 30 bottle carnival on June 1, 2008, accompanied by a Coke Side of Life laser light show. The laser show will be displayed on large buildings, projection screens or amphitheaters. The show will include interactive images, logos and phrases that reflect the creative execution. The “Carnival of Coca-Cola” display will continue throughout the summer until September 1 and ends with an auction benefiting the “Coke Cause” fund.

Strategy By allowing consumers to be the creative brains behind each bottle’s decoration, Coca-Cola will encourage youth to share their Coke Side of Life with their community. Others will then discover the interests, hobbies and passions of youth in their city. The laser show’s unique draw will encourage discovery of the “Carnival of Coca-Cola.”

will encourage discovery of the “Carnival of Coca-Cola.” Tracking • Number of applications submitted will be

Tracking

• Number of applications submitted will be tracked on MySideofLife.com

• Impressions will be tracked at the location of each Carnival Bottle

Dates: June 1 – September 1 2008 Carnival Budget: $282,000 Laser Light Show: $390,000 27
Dates: June 1 – September 1 2008
Carnival Budget: $282,000 Laser Light Show: $390,000
27

Promotions

Word Magnets/Daily Desk Calendar Giveaway

Objective

• Launch promotions campaign for The Coke Side of Life

• Reinforce daily brand interaction

Execution Street teams will distribute 2,000 calendars and word magnets in each of the specified twelve cities’ downtown areas. These desktop tear-off calendars will feature a phrase or activity of how to live on The Coke Side of Life that extends from the creative executions. The interchangeable word magnets in the magnet poetry set will allow consumers to create their own Coke Side of Life phrases.

Strategy These giveaways will continually remind consumers how to live on The Coke Side of Life throughout the entire year.

Tracking

• Number of items given away and impressions will be tracked

Dates: January 5 & 6, 2008 Budget: $246,240

be tracked Dates: January 5 & 6, 2008 Budget: $246,240 2  Coke “Discovered” Objective •
be tracked Dates: January 5 & 6, 2008 Budget: $246,240 2  Coke “Discovered” Objective •
2
2

Coke “Discovered”

Objective

• Create section of MySideofLife.com devoted to music

• Allow consumers to shape the promotion through user-generated content

Execution Coke “Discovered” is the music branch of MySideofLife.com that is focused on local, unsigned artists. These artists will be able to upload their demos, create biographies and post concert dates to gain exposure in their local music scene. Users will be able to listen to new music, download songs from their favorite artists and vote on their favorite local music. Weekly podcasts and The Coke Side of Life widget will allow users to hear the latest submissions, and a weekly contest will allow one user to be the guest DJ for the podcast.

In October, Coca-Cola will sponsor a concert in each of the top twelve cities featuring the three local artists with the highest ratings from their city. Users will be able to redeem points at MyCokeRewards.com for free concert tickets. The concert will be a chance for the artists to gain exposure and have the opportunity to make it big. “Coke Discovered” will also allow website users to interact with the brand and personally shape the promotion by choosing which artists will perform at the concert.

Strategy There is a lack of prominent Internet sites that focus exclusively on local, underground music. By creating individual web pages for each of the top twelve cities, “Discovered” will become a dynamic music source for the youth market in their local community. Users will be able to find new artists and play a part in their community’s music scene by attending concerts, voting for their favorite songs and sharing the music with their friends. The website will be shaped by the users themselves through song submissions and votes. Their involvement in the promotion will be taken to an even further level when they attend the concert of the artists they voted for.

Tracking

• Number of visits, registrations, submissions, downloads, profile views and votes made on the “Discovered” web page will be tracked

• Number of attendees at each “Discovered” concert will be tracked

Dates: January – December 2008; Concert held in October 2008 Budget: $600,000

“Discovered” concert will be tracked Dates: January – December 2008; Concert held in October 2008 Budget:
The Coke Side of Life Street Teams Objective • Bring creative executions to life in

The Coke Side of Life Street Teams

Objective

• Bring creative executions to life in the real world

• Reinforce daily brand interaction with Coke

Execution

Street teams will distribute promotional materials at the twelve targeted cities every weekend within each two month period. First Week of January

• Pass out 365-day calendars and word magnet set

March - April

• Creative: “Headphones are selfish. Share the love and bring back the boom box.”

• Street teams will walk around city streets with a large boom box to attract attention Takeaway: Boom box-shaped compressed t-shirts May - June

• Creative: “In the rhythm of life, don’t lie in the backbeat.”

• Street teams will step dance in downtown areas

• Takeaway: CDs of remix songs

July - August

• Creative: “Join the cannonball club. Meetings held daily next to sunbathers.”

• Street teams will hold cannonball contests at local pools

• Takeaway: Participating members will receive a poster exhibiting various cannonball techniques September - October

• Creative: “Nothing’s better than an empty wallet and a car full of friends.”

• Street teams will hand out gas cards to passersby

• Takeaway: Gas card and Coke themed disposable camera that will encourage consumers to take pictures on their road trip

November - December

• Creative: “I never hit the notes, but I always sing the loudest.”

• Street teams will hold karaoke contests at college unions

• Takeaway: Chance to win an in-home karaoke system

Strategy The street teams will generate buzz through the surprise factor and interaction with the consumer. The takeaways build off the creative headlines and literally put Coke products into the hands of the consumers.

Budget

• Street Teams in Twelve Cities (6 people/city)

$2,880

• Boom Box Compressed T-shirts (500/city)

$ 30,000

• Compilation CDs (1,000/city)

$ 7,500

• Cannonball Posters (500/city)

$ 1,800

• $5 Gas Cards (200/city)

$ 12,000

• Disposable Cameras (100/city)

$ 8,400

• At-Home Karaoke System (1/city)

$ 720

Total: $63,300

Overall Promotional Tracking

• Focus groups and surveys will be used to measure awareness, involvement and attitudes of the target related to all Coke promotions

• Free media generated by Coke promotions will be tracked by impressions

Budget Grand Total: $1,926,860

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Public Relations

Multicultural youth want to take a more active role in their communities, but they often lack opportunities to make a difference. Public relations events allow multicultural youth to express themselves creatively while making a positive impact on the community.

“The Coke Cause” ($20,000)

“The Coke Cause” is a service organization comprised of students located on twenty college campuses. Participating campuses were chosen based upon diversity and size. Colleges include:

Boston College City University of New York DePaul University Emory University Georgetown University George Mason University Rutgers Stanford University Temple University Texas Austin

University of Houston University of Illinois University of Iowa University of Maryland Baltimore University of Memphis University of Miami University of Nevada Las Vegas University of San Francisco University of South Florida Wayne State University

A leader will be chosen for each campus’ student group through

an application process. Buzz for the applications will be created by postings on registered student organization websites and flyers around campus.

These applications will be available for upload in the events section of MySideofLife.com and will be reviewed by a Coca-Cola representative. Coca-Cola will help sponsor an existing organization of the leader’s choice and its corresponding events through a donation of $1,000. Research found that 90% of 13-25 year-olds are likely to switch brands if associated with a good cause. Consumers can discover opportunities

to

help philanthropically and shape their communities by stepping up

as

leaders.

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shape their communities by stepping up as leaders. 30 PR will make community involvement a part
PR will make community involvement a part of The Coke Side of Life.
PR will
make community
involvement a
part of The Coke
Side of Life.

“The Carnival of Coca-Cola” Auction ($3,000)

An event will be held to auction off the decorated “Carnival of Coca- Cola” bottles from the promotional event in each of the twelve cities. The money raised at the auctions will be donated to the organization that the local campus’ “Coke Cause” supports.

Posters and flyers promoting awareness for this event will be posted around the twelve cities and personalized letters will be sent to affluent businesses. Information will be available on the events section of the MySideofLife.com website.

The auctions will also create a unique experience for the artists to see their work being shared with others who are helping to positively shape the world around them.

“Coke Can Creations” ($15,000)

“Coke Can Creations” is an event where multicultural youth create three dimensional sculptures out of Coca-Cola cans and bottles. Contestants will be allowed to use any Coca-Cola Classic, Diet Coke or Coke Zero can or bottle in order to incorporate a variety of colors in their sculptures. These sculptures will be placed on display at YMCA centers located within the twelve cities of our campaign. An art show will be held at the end of May for the public to view these sculptures, which will be judged by a panel of representatives from Coca-Cola. The twelve winners will be sent on an alternative break trip sponsored by Coca-Cola. The trip will be focused on urban restoration and will be hosted by NYRP, the New York Restoration Project.

Fliers promoting the event and creating buzz will be posted at local high schools, college campuses, art schools and popular urban areas. There will be Coca-Cola products handed out at the art shows, along with Coca-Cola giveaways such as posters, art cases and portfolio holders.

The “Coke Can Creations” event encourages youth to discover their creative side and share with others. The artwork will be shared among all participants through MySideofLife.com and during viewings at YMCA centers. This event provides a positive social experience to help and to shape the community.

centers. This event provides a positive social experience to help and to shape the community. Total

Total PR Budget: $38,000

Evaluation iDENTITY Advertising’s The Coke Side of Life campaign plans to meet and exceed Coca-Cola’s
Evaluation
Evaluation

iDENTITY Advertising’s The Coke Side of Life campaign plans to meet and exceed Coca-Cola’s goals of increasing brand health and consumption by 3% in 2008. The following chart details how campaign performance will be measured.

APPROACH

EVALUATION

Increase Brand Health

INCREASE BRAND HEALTH

EVALUATION Increase Brand Health INCREASE BRAND HEALTH Define The Coke Side of Life Obtain free press

Define The Coke Side of Life

Obtain free press and publicity

Increase web traffic and participation in MySideofLife.com

Increase traffic to MyCokeRewards.com

Measure consumer perception of campaign through focus groups, point-of-purchase intercepts and surveysin MySideofLife.com Increase traffic to MyCokeRewards.com Measure free press generated in TV, radio and print from

Measure free press generated in TV, radio and print from promotionsfocus groups, point-of-purchase intercepts and surveys Measure hits to website, amount of user submissions, and

Measure hits to website, amount of user submissions, and

consumer participation in individual online promotionsMeasure hits to website, amount of user submissions, and Measure web traffic, new-user registration, and new

Measure web traffic, new-user registration, and new reward suggestion submissionspromotions Measure hits to website, amount of user submissions, and consumer participation in individual online promotions

Increase Consumption

INCREASE CONSUMPTION

Increase sales at vending machines

Increase in-store sales

Measure changes in sales during “The Chosen Few” and “Message in a Bottle” promotionsIncrease sales at vending machines Increase in-store sales Measure sales changes in stores with point-of-purchase

Measure sales changes in stores with point-of-purchase executions and overall in-store salesIncrease in-store sales Measure changes in sales during “The Chosen Few” and “Message in a Bottle”

31

Bottle” promotions Measure sales changes in stores with point-of-purchase executions and overall in-store sales 31
Campaign Wrap-Up Production 5% Direct Marketing 7.8% Promotions 13% Traditional Media 30.3% Non-Traditional Media 43.4%
Campaign Wrap-Up Production 5% Direct Marketing 7.8% Promotions 13% Traditional Media 30.3% Non-Traditional Media 43.4%

Campaign Wrap-Up

Production 5%

Direct Marketing 7.8%

Campaign Wrap-Up Production 5% Direct Marketing 7.8% Promotions 13% Traditional Media 30.3% Non-Traditional Media 43.4%

Promotions 13%

Traditional Media 30.3%

Non-Traditional Media 43.4%

Budget Traditional Media $4,542,109 Non-Traditional Media $6,508,520 Media Production Direct Marketing Total
Budget
Traditional Media
$4,542,109
Non-Traditional Media $6,508,520
Media Production
Direct Marketing Total
Promotions Total
Public Relations Total
Contingency
$750,000
$1,166,906
$1,926,860
$38,000
$67,605
Budget Total $15,000,000

Campaign Summary

iDENTITY Advertising began planning The Coke Side of Life cam- paign by searching for an idea that would connect multicultural youth. Following exhaustive research, one clear characteristic emerged as the powerful force uniting this market. From there, the Social Networking Lifestyle was born. That lifestyle defined a powerful creative strategy that perfectly united multicultural youth, the Coca-Cola brand and the Social Networking Lifestyle.

iDENTITY’s attention-grabbing creative executions are flawlessly on strategy. They incorporate a modified Dynamic Ribbon to represent the brand along with headlines and active silhouettes that define the Social Networking Lifestyle and multicultural youth. Concept testing with these executions reaffirmed the impact of the creative.

To ensure these executions reach the multicultural youth in a relevant way, iDENTITY’s media plan maximizes the impact of a limited bud- get. By placing the creative where multicultural youth are, the cam- paign will communicate a complete understanding of the Social Net- working Lifestyle. iDENTITY’s The Coke Side of Life campaign is perfectly integrated into consumers’ lives.

Discover iDENTITY Advertising’s The Coke Side of Life campaign. Share the campaign with the multicultural youth. Shape the Coca- Cola brand to fit a new generation. Choose iDENTITY Advertising and live The Coke Side of Life.

Illinois 2007 NSAC Team Co-Chairs Kim Peterik Jon Parise Frank Vanderwall Meghan Brattin Greg Morrison

Illinois 2007 NSAC Team

Co-Chairs

Kim Peterik

Jon Parise

Frank Vanderwall

Meghan Brattin

Greg Morrison

Special Thanks To

The Creative Department Peter S. Sheldon Jessica Jorsch Lindsay Hartshorn Jenna Scanlan Grant Keller Jenny Hogan Kate Johnson Nora Kaufman Matt Lyle Becca Han Matt Doherty Sam Schultz Andrea Kroeger The 2007 NSAC Team AAF: AdClub at Illinois

Faculty Advisor

To Steve Hall: We could not ask for a better advisor. Each and every year you continue to be an amazing source of help and guidance in this competition.

Sources American Advertising Federation Arbitron, Inc. Clear Channel Coca-Cola Fact Pack Harris Interactive Trends
Sources
American Advertising Federation
Arbitron, Inc.
Clear Channel
Coca-Cola
Fact Pack
Harris Interactive Trends
interTrend
Magazine Publishers of America
MarketingVox
MediaMark Research Inc.
Neilson
News America Marketing
SRDS Media Online Database
Student Trends Spring Survey
Teenage Research Unlimited
Ypulse
2006
Study: Teens Connect
2000
US Census
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