Kathryn FosterADV420-Final Project

The Big Idea Goal: To increase awareness of “My

Coke Rewards” campaign for Coca-Cola

How?

Indicate target market for media strategies

Promote MyCokeRewards.com using social media and internet/mobile marketing

Create a working budget

My Coke Rewards: How it Works

Double labels on all plastic bottles

Consumers peel the label to find My Coke Reward points and a graphic of the prize they could win with more

Reference pointing to MyCokeRewards.com

Attracts to website and offers incentive to research the brand and campaign

Target Audience Considered an “American Brand”, despite being sold in

more than 200 countries. This campaign will be designed to target American customers

Primarily Market: ages 13-18

Secondary Market: ages 19-24

The Stalwart Group sums up the youth market:

“Identifies with music and social media, oversaturated with media, agrees that advertising is the way to find out about new products, and believes multi-tasking is wonderful. Social media is key”

“Defined by expressionism and optimism”

Social Media

Primary tactic for advertising and optimizing My Coke Rewards

Use of Facebook and Twitter to gain the attention of the target media Use of visual photos to attract audience stimulated

by expression Updates on new prizes and sweepstakes Increasing followers Engaging with the public to find out the most

desired prizes by consumers, what’s working and what’s not

Twitter

Facebook

Internet MarketingIncrease SEO for MyCokeRewards.com with key words:

coke rewards, coke products, Coca-cola, coke rewards codes, my coca-cola rewards

Slogan for Internet Marketing:

“Win Big with My Coke Rewards

Sweepstakes & Rewards, or Donate

Grab your favorite beverage & win coins

www.mycokerewards.com”

Design Strategy:

Bright colors to attract target audience

Originally Designed Set of Ads for Social Media Campaign

More Original Ad Designs

Budget“And Coca-Cola said it would

reduce business costs $550 million to $650 million by the end of 2015 and reinvest the money in areas like marketing and building brands”

More than 2.5 billion on advertising

CPC for ads using Google AdWords

Set daily budget to control how much to spend, adjust bids to trump competition, create more ads to be consistent in relevance

Mobile StrategyQR codes on packaging

QR codes on My Coke Reward labels to scan directly to MyCokeRewards.com for information on brand products and prizes

MyCokeRewards.com mobile app. with daily updates