Coke Likes Social Media, Still Moves To Beat Of TV – 05/11/2012
Coke is prepping its massive “Move to the Beat” global campaign around the coming Summer Olympics. Marketing will include text messaging, other mobile gambits and attempts to generate viral videos...Looking to reach its teen target, Coke will produce a daily TV show, “Coca-Cola Presents: Beat TV,” throughout the Games. Looking to connect sports and pop culture -- teen passion points -- the show will include interviews with top athletes and celebrities, while featuring comedy and live music performances from global sensations.
Plans call for “Beat TV” to be broadcast in dozens of countries, including the U.S., though Coke is still finalizing distribution details. It will likely be streamed on the Web....Coke’s spending worldwide in the digital and social spaces is still only about 20%. “We can’t throw everything out that we’ve done before … because you’ve got a massive base business to protect and so that would be a foolhardy strategy,” Tripodi said.
(For all brands, Kantar Media data shows the Coca-Cola Co. spent $228 million on TV in 2011, down 18% compared to the year before, while Internet spending rose 48% to $28 million.)
As much as Tripodi wants to continue building a social media presence, there’s one major hurdle: measurement. All marketers are dealing with it. The Coke brand has 42 million Facebook likes (Pepsi has 8.2 million).