publicis israel - coca cola village by enon landenberg
DESCRIPTION
Enon Landenberg, Chief Interaction Officer van Publicis Israël geeft zijn visie en presenteert o.a. het veelbekroonde location-based services communicatieplatform dat in Israël voor Coca Cola werd ontwikkeld.TRANSCRIPT
Digital Marketing
Digital Marketing
We are in the midst of a revolution in marketing
and advertising.
Brands have become the joint property of
advertisers and the consumer.
Brands status is transformed when consumers develop
conversations around the brand .
New technologies ,segmented media ,
and powerful consumers
are changing the world of advertising and marketing
Buzz-generating consumers have more significant roles in the
marketing process.
In the past, the role of advertising was to tell the
brand’s story .
Today, we have to induce consumers to communicate the brand’s story to others.
Always on 52 weeks of
genuine communications with consumers
From campaign-oriented thinking
To creating an experience for consumers to
share with others
From communication of messages
is a wide platform where the customer meets the Brand and interacts with it. This platform serves a home for all brand activities that run on various content channels
THE ENGAGEMENT CENTER
The most amazing project for theMost amazing brand in Israel
volunteers
13,500
hours where Donated for the community.
54,000
members on the page
15,000
Events in real life and on the fan page
250
Rihanna concert
1
Interactions on our page
62,000
wall Posts
2,100
page views
18,601,000
The TV Ad was uploaded on facebook a day before it was on TV
video views
690,378
photo views
10,750,000
Photo Albums
417
Photos in the albums
77,000
comments on photos
5,500
Tags on the photos
169,000
users changed their profile image
More than
2,000
The grand finale
Pixel image (GIGA PIXEL)
1,000,000,000
People tagged them self to it
4,600 More than
100100010 01111 00111 00110001111(the first digital village)
Welcome to Coca-ColaDIGITAL
Village 2010
The Village
• 1 coca-cola summer activity • 3 days• 10 cycles • 650 teenagers in each cycle• 6,500 teenagers visited the village
Website out!Fan Page In!
All the content
Interactive map
All the info
Cool applications
Live Video fromCoca-ColaDIGITAL
Village 2010
Subscribe to Coca-ColaDIGITAL
Village 2010
You must have a facebook account to subscribe to the village
The personalOn hand
ID
Every teenager got an Bracelet containing a RFID code
The teenager’s FacebookAccount was attached to the
RFID code
Which allowed the teengers to use their Facebook in the real world
The Real LifeLIKEBOX
40 different Like readers
This is how it looks inside
Every box sent a different Status to the users Facebook
Every time a teenager touchesA box a Like status appears
On the users Facebook
We had an average of 25Likes for every user on the
village
The Real LifeLIKE
On users profile
The Real LifeLIKE
control
The Coca-ColaVillage 2010
DIGITALPayment Method
The code on the bracelets was usedAs the payment system on the village
By touching a readers on the bar theTeenager could get up to 7 coca-cola
Cans or rent towels, MP3 players and much more
The Real LifeImage
Tagging
Using a mobile RFID reader Connected to a camera
we did online Tagging Of images to the users
Facebook account.
The photographer took pictures of the teenagers, they touched him
with their personal bracelets.The pictures were uploaded And
tagged Online to TheirFacebook account.
The mostActive pageOn facebook
Israel
Dank u