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Coke sponsors WNBA FIT Clinics at community parks Coca-Cola partners with the WNBA and sponsors WNBA FIT Clinics at community parks that teach fitness skills and nutrition to kids. As part of its “America is Your Park” program, Coke-Cola will also be giving away grants to state and local parks, including a $100,000 grant to the park that receives the most votes, “a dollar for every laugh uploaded on the ‘Smile-izer’ at MyCoke.com”. WNBA stars, including Marie Ferdinand-Harris from the LA Sparks, will serve as the program’s ambassadors and will appear in videos on the “live Positively” Web site. Source: Posterous

Butterfingers used social media, unbranded web campaign and viral videos: "capture the attention of a brand new generation" How do you generate new school buzz for an old school candy bar? Harness the power of social media, capture the attention of a brand new generation, and "Give 'em all the Finger!"...Threshold started it all off by launching an unbranded web campaign that used viral videos to lore our target audience...we launched the first-ever branded YouTube channel, accumulated over 100k friends on MySpace, and evanegelized the power of user-generated content through a variety of compelling contests and promotions... We are...creating one of the fastest growing branded communities on Facebook... Source: Threshold Interactive

Snickers uses "Video-in-Banner" rich media ads--and even Betty White Source: Demos

Coca Cola focuses on social media and location targeting: "We're really starting to get close to the holy grail of marketing of the right message at the right time to the right person when they're most receptive." excerpt: Coca-Cola, the soft drinks giant, is seeking to leverage social media, mobile and database marketing in a bid to achieve the "holy grail" of digital communications. In response to the shifting habits of consumers, the beverage maker has rolled out fewer campaign microsites and emphasised its corporate presence on social media portals like Facebook and Twitter. "That's a change for marketers, because they tend to think in campaigns and campaign periods, whereas now we have an ongoing dialogue with our customers," Carol Kruse, Coca-Cola's vp, interactive media..."We found there's such incredible content from our consumers expressing how they feel about our brands that it's better to amplify that. It's very genuine, the voice of the consumer. That's true brand advocacy." To allow its individual units across the globe to generate the best results, Coke has boosted the size of its central social media team and developed "turnkey" tools adaptable at the local level...On mobile, the company is running trials of location-based service Foursquare in Australia, and Kruse predicted the recently-unveiled Facebook Places, a similar platform, will have a significant impact... "You could have a mobile experience with Coke that's very relevant," she argued <http://www.mad.co.uk/Main/Home/Articlex/8573cfc17279416481554ec9d1dfedef/Thirsty-work.html> . "We're really starting to get close to the holy grail of marketing of the right message at the right time to the right person when they're most receptive." In-depth shopper insights are also crucial to reaching this goal, and Coca-Cola boasts a database containing details on 58m people worldwide. Alongside 30m customers in China, records cover 14m users of its MyCokeRewards US online loyalty scheme, and their 1.5m counterparts accessing its parallel offering, Coke Zone, in the UK. In one demonstration of how this can facilitate a personalised approach, MyCokeRewards attempts to tailor the "consumption experience" using the browsing history, location and preferences of individual visitors. "If I were to receive a message around a sports drink because I'm an athlete, that would be very relevant," Kruse argued. "That's really exciting, when you look at data-driven marketing, relationship marketing and understand the behaviour of the consumer." Thus far, the organisation has found the best-performing targeted communications initiatives deliver incremental sales growth of some 25%. Source: WARC

Coca Cola Expanding use of Facebook, YouTube and Twitter for "Happiness Machine" video Coke is about to use Facebook, YouTube and Twitter as part of its distribution strategy for its Happiness Machine video. The video, featuring a vending machine in a college campus that delivers flowers, pizzas and unlimited Coca-Cola, is the company’s most successful viral campaign, with more than 2.6 million views on YouTube. The company is now preparing to launch a British version of the ad and wants to appeal to a mass audience, says Coca-Cola vice-president of global interactive marketing Carol Kruse. Coke’s Facebook page was nearing 11 million members...Coke’s Kruse says mass communities can help a brand spread the word if the right strategy is employed. “In the digital world, there are so many needs and opportunities for content that can flow – whether we put it on Facebook, Twitter or YouTube,” she says. Source: Marketing Week

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