1. True Life:
I work at an advertising agency
Kaitlyn Dennihy
Digital Strategist, Engauge
@KaitlynDennihy

2. About Engauge
One of the nation’s largest independent
agencies, Engauge leverages creativity
and technology to develop
transformational ideas that connect
brands and people. Engauge guides a
growing roster of clients on the path to
realizing the power of digital channels
by focusing on driving results and
sustainable growth for brands.

3. !"#$%&"#'(#')*+,-"&(.#'.+(/01#
!"#$%&'())*+,%

4. !"#$#%&'$&'($)*+,$#%*#-'$./.+$0.1.2(3$

5. !"#$%&'%(&%)*(&+,%

6. SO WHAT DOES ENGAUGE DO?

7. MY COKE REWARDS:
COKE SUMMER

8. Coca-Cola Summer 125
The Assignment
• Develop a social program that celebrates Coca-Cola and 125 years of refreshing summer fun.
Program Goals
• Drive sustained engagement through the program and encourage fans to come back multiple
times.
• Increase members entering PIN codes and reward spend in June-September.
• Reward our fans and differentiate the social campaign by providing social exclusivity.
Communication Insight
• Meet consumers where they already are.
• Highlight existing summer trends and behaviors through five bi-weekly themes:
Flavors, Activities, Entertainment, Memories, Summer 125.

9. Coca-Cola Summer 125
Five distinct themes which rotated
biweekly catered to known community
interests and consumer summer
behaviors.
Summer tips which varied by theme, for example,
recipes.
Commenting widget, offering a new question for fans
during each theme. Also featured Tweets with the
hashtag #cokesummer
Free downloads such as wallpapers, T-shirt iron on
patters and more.
Fans unlocked exclusive discounts on popular catalog
items for fan growth.
Toggle between previous themes.

10. Coca-Cola Summer 125
Exclusivity
• The Coke Summer campaign
played on existing fan behaviors of
creating rewarding relationships
and delivering exclusive content.
Mobile
• Building off of fan history of
comments surrounding the desire
for mobile, a QR code was tested
to be delivered in wall.
Fan Recognition
• The final summer theme included
comments and submissions from
fans shared throughout the
campaign.

11. CHICK-FIL-A:
COW APPRECIATION DAY

12. Cow Appreciation Day
On July 8, 2011 over half a million
Chick-fil-A fans entered restaurant doors
dressed head to hoof in cow attire. Not
only did they show up in herds in-
restaurant, but they also engaged with
the brand online - shattering previous
records.
Engauge created a true physical to digital
experience between mobile, .com and
social before, during and after Cow
Appreciation Day.

13. Campaign Goals
1. Successfully connect with customers on their terms, in their worlds.
2. Increase brand buzz organically via unique and memorable
experiences.
3. Reward fans for participating in various facets of Cow Appreciation
Day.

14. Facebook & Web

15. A Robust Mobile and Social
Experience
• 7,780 Total Views, 46% Android, 47% Apple iOS, 3% Blackberry, 3% Other.
• Views peaked between 11am and 3pm correlating with lunch hour traffic and in-restaurant use.

16. Cow Appreciation Day Results
Facebook impressions:
91,000,000+
CowAppreciationDay.com visits:
603,018
Tab visits:
271,899
Likes and comments:
94,928
Costume downloads:
98,577
Photo contest submissions:
+70% vs. 2010

17. THANK-YOU!
Kaitlyn Dennihy
@KaitlynDennihy
LinkedIn.com/In/KaitlynDennihy