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Conférence Jeux Vidéos & Marketing
Alban Dechelotte – 20 Novembre 2013 1
Few words about me
5 years

10 years

20+ years and still in love
2

1 year and counting
A very poor gaming personal background

3
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

4
Welcome to the Coke side of Gaming !

5
The Cola Cola’s approach
to passion points marketing

6
It all starts with…

Tell me (*your brand story)
and I will forget
Show me (*your brand content)
and I may remember

*Coca Cola NWEN adaptation
(2013)

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

7
This passion point approach fuels our communication’s model

8
We also believe that passion points communities
could be bigger than brand communities

Nike Basketball
4 881 438 likes

Nike Football Spain

Nike Football France

Nike Football Australia

Nike Football
17 099 799 likes

Nike (brand community)
12 423 382 likes on FB

Nike Tennis
647 691 likes

Nike Running
1 375 001 likes

9
On the long term we aim to build sustainable connection
with individuals sharing the same passion points

10
Although all fans do not enjoy their shared passion
the same way

11
This has fundamental implications
on our marketing approach and objectives
NEW (20)
Continuous Engagement

Engaged

Passionate
Fanatics

Aspiration (VALUE)

Interested

Influence (SPREAD)

NOW (70)
Extensive Marketing

Brand Value

Interested
Engaged

Passionate

Fanatics

Brand Love
NEXT (10)
Entertainment Provider

Brand Legacy
Sources: Academic researches (Johnson & Rusbult 1989; Miller 1997 and Lardinoit 2002)
12
The Coca Cola’s heritage in gaming

13
Our love story with gaming started in 1983 with one of first and
rarest advergame : “Coke Wins” on Atari 2600

14
Since then, our system did fall in love with Gaming

15
We believe in Gaming to go mainstream
and build equity for our strategic brands

16
And we even investigate options to be actively part
of the gaming industry

17
Enter behind the scene
from our 2013 North West Europe project
HOW WE APPROACHED GAMING IN 2013
NOW (70)
Extensive Marketing

NEW (20)
Continuous engagement

NEXT (10)
Proprietary Asset

Gaming owned media
Mobile Game
In store
promotions
Gaming Events

&
Gatekeeper

Core Gamer

Core Gamer

Casual Gamer
PLAYSTATION ALL STARS ISLAND

+
Brand essence
at the heart

+
8 PS Iconic
Gaming Characters

=
Classified - Internal use

Successful
Mobile Gameplay
Classified - Internal use
Classified - Internal use
A MASSIVE ACTIVATION IN 10 MARKETS

$7M+ Gross
Paid Media

PS NETWORKS

18,3k+
Stores

TASTE THE
POSSILITIES
ON GAMING
140M+
Packs

PR
WHAT YOU HAVE PROBABLY DISCOVERED
ACROSS EUROPE

24 Classified - Internal use
A GAMING INITIATIVE WITH GREAT RESULTS
SO FAR IN TERMS OF CONSUMER FEEDBACK
COCA COLA’s 2ND MOST DOWNLOADED APP
GLOBALLY WITH MORE THAN 1,1M INSTALLS

Overall positive rating
on Game quality

A ranking exposure that
generates organic growth

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

Classified - Internal use
COKE ZERO AND PLAYSTATION AT THE
CENTER OF THE PARIS GAMES WEEK

•
Classified28- Internal
28
Contacts

29

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Présentation Coca Cola

  • 1. Conférence Jeux Vidéos & Marketing Alban Dechelotte – 20 Novembre 2013 1
  • 2. Few words about me 5 years 10 years 20+ years and still in love 2 1 year and counting
  • 3. A very poor gaming personal background 3
  • 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 4
  • 5. Welcome to the Coke side of Gaming ! 5
  • 6. The Cola Cola’s approach to passion points marketing 6
  • 7. It all starts with… Tell me (*your brand story) and I will forget Show me (*your brand content) and I may remember *Coca Cola NWEN adaptation (2013) Involve me (*in my passion point) and I will understand 7
  • 8. This passion point approach fuels our communication’s model 8
  • 9. We also believe that passion points communities could be bigger than brand communities Nike Basketball 4 881 438 likes Nike Football Spain Nike Football France Nike Football Australia Nike Football 17 099 799 likes Nike (brand community) 12 423 382 likes on FB Nike Tennis 647 691 likes Nike Running 1 375 001 likes 9
  • 10. On the long term we aim to build sustainable connection with individuals sharing the same passion points 10
  • 11. Although all fans do not enjoy their shared passion the same way 11
  • 12. This has fundamental implications on our marketing approach and objectives NEW (20) Continuous Engagement Engaged Passionate Fanatics Aspiration (VALUE) Interested Influence (SPREAD) NOW (70) Extensive Marketing Brand Value Interested Engaged Passionate Fanatics Brand Love NEXT (10) Entertainment Provider Brand Legacy Sources: Academic researches (Johnson & Rusbult 1989; Miller 1997 and Lardinoit 2002) 12
  • 13. The Coca Cola’s heritage in gaming 13
  • 14. Our love story with gaming started in 1983 with one of first and rarest advergame : “Coke Wins” on Atari 2600 14
  • 15. Since then, our system did fall in love with Gaming 15
  • 16. We believe in Gaming to go mainstream and build equity for our strategic brands 16
  • 17. And we even investigate options to be actively part of the gaming industry 17
  • 18. Enter behind the scene from our 2013 North West Europe project
  • 19. HOW WE APPROACHED GAMING IN 2013 NOW (70) Extensive Marketing NEW (20) Continuous engagement NEXT (10) Proprietary Asset Gaming owned media Mobile Game In store promotions Gaming Events & Gatekeeper Core Gamer Core Gamer Casual Gamer
  • 20. PLAYSTATION ALL STARS ISLAND + Brand essence at the heart + 8 PS Iconic Gaming Characters = Classified - Internal use Successful Mobile Gameplay
  • 23. A MASSIVE ACTIVATION IN 10 MARKETS $7M+ Gross Paid Media PS NETWORKS 18,3k+ Stores TASTE THE POSSILITIES ON GAMING 140M+ Packs PR
  • 24. WHAT YOU HAVE PROBABLY DISCOVERED ACROSS EUROPE 24 Classified - Internal use
  • 25. A GAMING INITIATIVE WITH GREAT RESULTS SO FAR IN TERMS OF CONSUMER FEEDBACK
  • 26. COCA COLA’s 2ND MOST DOWNLOADED APP GLOBALLY WITH MORE THAN 1,1M INSTALLS Overall positive rating on Game quality A ranking exposure that generates organic growth With more than 10% of players active every week !! Classified - Internal use
  • 27. COKE ZERO AND PLAYSTATION AT THE CENTER OF THE PARIS GAMES WEEK •