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
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
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
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
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
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
•