1

Conférence Jeux Vidéos & MarketingAlban Dechelotte – 20 Novembre 2013

2

Few words about me

5 years 10 years 1 year and counting

20+ years and still in love

3

A very poor gaming personal background

4

Today’s agenda

The Cola Cola’s approach to passion points marketing

The Coca Cola’s heritage in gaming

2013: Coca Cola Zero and PlayStation All Stars Island

Q&A

5

Welcome to the Coke side of Gaming !

6

The Cola Cola’s approach to passion points marketing

7

It all starts with…

Tell me (*your brand story) and I will forget

Show me (*your brand content) and I may remember

Involve me (*in my passion point) and I will understand

*Coca Cola NWEN adaptation (2013)

8

This passion point approach fuels our communication’s model

9

We also believe that passion points communities could be bigger than brand communities

Nike Football17 099 799 likes

Nike Basketball4 881 438 likes

Nike Tennis647 691 likes

Nike Football France

Nike Football Spain

Nike Football Australia

Nike (brand community)12 423 382 likes on FB

Nike Running1 375 001 likes

10

On the long term we aim to build sustainable connection with individuals sharing the same passion points

11

Although all fans do not enjoy their shared passion the same way

12

This has fundamental implications on our marketing approach and objectives

Asp

iratio

n (V

ALU

E)

Influ

ence

(SPR

EAD

)

NOW (70)Extensive Marketing

NEW (20)Continuous Engagement

Sources: Academic researches (Johnson & Rusbult 1989; Miller 1997 and Lardinoit 2002)

Interested

Engaged

Passionate

Fanatics

Interested

Passionate

Fanatics

Engaged

Brand Value

Brand Legacy

Brand LoveNEXT (10)

Entertainment Provider

13

The Coca Cola’s heritage in gaming

14

Our love story with gaming started in 1983 with one of first and rarest advergame : “Coke Wins” on Atari 2600

15

Since then, our system did fall in love with Gaming

16

We believe in Gaming to go mainstream and build equity for our strategic brands

17

And we even investigate options to be actively part of the gaming industry

Enter behind the scene from our 2013 North West Europe project

HOW WE APPROACHED GAMING IN 2013

NEXT (10)Proprietary Asset

NOW (70)Extensive Marketing

NEW (20)Continuous engagement

Gatekeeper Core Gamer Casual Gamer

Gaming owned media

Gaming Events

Mobile Game

In store promotions

Core Gamer

&

Classified - Internal use

+

Brand essence at the heart

=

8 PS IconicGaming Characters

+Successful

Mobile Gameplay

PLAYSTATION ALL STARS ISLAND

Classified - Internal use

Classified - Internal use

A MASSIVE ACTIVATION IN 10 MARKETS

PS NETWORKS PR

TASTE THE POSSILITIES ON GAMING

140M+ Packs

18,3k+ Stores

$7M+ Gross Paid Media

24 Classified - Internal use

WHAT YOU HAVE PROBABLY DISCOVERED ACROSS EUROPE

A GAMING INITIATIVE WITH GREAT RESULTS SO FAR IN TERMS OF CONSUMER FEEDBACK

Classified - Internal use

A ranking exposure that generates organic growth

COCA COLA’s 2ND MOST DOWNLOADED APP GLOBALLY WITH MORE THAN 1,1M INSTALLS

Overall positive rating on Game quality

With more than 10% of players active every week !!

COKE ZERO AND PLAYSTATION AT THE CENTER OF THE PARIS GAMES WEEK

•

2828Classified - Internal use

29

Contacts