Coca-Cola launched a new digital campaign called "My Story in London" to coincide with the 2012 London Olympics. The campaign aims to have young social media users in London share stories and experiences via blogs, Facebook, YouTube, and Twitter for a chance to be featured. An initial budget of $50,000 per month is allocated for July and August to promote the campaign through paid search, social media posts, and a mobile app.

1. My Story in London
---Digital Campaign for Coca-Cola
Xin Tian
07/31/2012

2. Introduction
• Coca-Cola, a world
famous soft-
drink, manufactured by
Coca-Cola Company
since 1886
• Various cola drinks
under the Coke brand
name

3. Target
Slogan:
Open Happiness Coca-Cola mainly target
young people and use
IMC to connect with
customers.

4. Social Media
Facebok: Youtube Channel:

5. Existing Campaign
Olympic Beat, themed at 2012 London Olympic
Games, asking customers upload their music to cheer
for the Games.

6. New Campaign
• My Story in London
• Target young people who are social media
users and Olympic fans
• Ask people to share their stories in
London via social media

7. Internet Marketing
SEO
SEM
Social Media:
– Blog
– Facebook
– Youtube
– Twitter

8. Budget
PPC
Google AdWord --- “My Story in London”
Social Media
– Blog
– Facebook
– Youtube
– Twitter
Budget:
$50,000 per month
In July and August

9. Executing
Blog / Facebook
Share stories and pictures
Youtube
Share short Videos
Mobile
Users can download mobile apps and share
their stories

10. Thank you!