LAUNCHED – 18th October 2012

• COCA-COLA

• SKYFALL

Introduction to campaign…

• Unsuspected Travellers

• Interactive Vending

Machine

• One Mission

• Obstacles

• Win Skyfall Tickets

Summary of viral advert…

INTENEDED MESSAGE –

“Coke Zero drives you to unlock the 007 in you”

Purpose of the Campaign

• Predominantly Males

• Age: 20-40

• Aspire to be like ‘Bond’ /

Daniel Craig

Target Audience

THE MARKETING MIX

KEY ELEMENT: Promotion

THROUGH SPONSORSHIP…

Coca-Cola was the official

sponsor of Skyfall

VIRAL

AGENCY –Duval Guillaume, Antwerp

LOCATON –Antwerp Central Station,Belgium

Where and why it was broadcasted?

• 2011 – Buenos Aires – Winter Wonderland

• Hug = FREE coke

• Dance = FREE coke

• Dispenses ‘happiness’ (FREE coke, sandwiches and pizza)

Coca-Cola andVending Machines

EngagementFacebook Shares

Tweets

BlogPosts

YouTube

• 7.1 million views

• 98% likes

Engagement

• 832.2k shares in total

• 801.9k - Facebook

• 29.8k - Tweets

• 500 - Blog posts

Facts and Viewing Figures

Strong coverage in offline media

• TV Shows

• Newspapers

Globally, broke company records-

• Online Views

• Engagement

Audience Responses

PREFERRED READING

- respond in the way

the media producers wanted

or expected

Audience Responses

NEGOTIATED READING

- Agree with part of the product

Audience Responses

OPPOSITIONAL READING

- Disagree with the product’s

message

Audience Responses

• Evaluate the strategic position of an organisation

• Did the campaign impact the

company?

- Brand Image

- Increase/decrease sales

SWOT ANALYSIS

INTERNAL FACTORS(CONTROLLABLE)

World’s most valuable brands – 6

Viral Ad entered the ‘top 100

most shared commercials EVER

Strengths

* Most shared Bond related Advert *

INTERNAL FACTORS(CONTROLLABLE)

Undiversified Product Portfolio

Weaknesses

EXTERNAL FACTORS(UNCONTROLLABLE)

• Potential new customers

• Interest more people in the

brand

• Advertise their products in

new ways

Opportunities

EXTERNAL FACTORS(UNCONTROLLABLE)

• Health and Safety Hazard

• Risk of complaints

Threats

SWOT Analysis told us…

• Successful campaign

• Viral advert was the most

popular

Success or not?