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Présentation Coca Cola

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Présentation de l'opération PlayStation® All-Stars Island par Coca Cola.

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Présentation Coca Cola

  1. 1. Conférence Jeux Vidéos & Marketing Alban Dechelotte – 20 Novembre 2013 1
  2. 2. Few words about me 5 years 10 years 20+ years and still in love 2 1 year and counting
  3. 3. A very poor gaming personal background 3
  4. 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. 5. Welcome to the Coke side of Gaming ! 5
  6. 6. The Cola Cola’s approach to passion points marketing 6
  7. 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. 8. This passion point approach fuels our communication’s model 8
  9. 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. 10. On the long term we aim to build sustainable connection with individuals sharing the same passion points 10
  11. 11. Although all fans do not enjoy their shared passion the same way 11
  12. 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. 13. The Coca Cola’s heritage in gaming 13
  14. 14. Our love story with gaming started in 1983 with one of first and rarest advergame : “Coke Wins” on Atari 2600 14
  15. 15. Since then, our system did fall in love with Gaming 15
  16. 16. We believe in Gaming to go mainstream and build equity for our strategic brands 16
  17. 17. And we even investigate options to be actively part of the gaming industry 17
  18. 18. Enter behind the scene from our 2013 North West Europe project
  19. 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. 20. PLAYSTATION ALL STARS ISLAND + Brand essence at the heart + 8 PS Iconic Gaming Characters = Classified - Internal use Successful Mobile Gameplay
  21. 21. Classified - Internal use
  22. 22. Classified - Internal use
  23. 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. 24. WHAT YOU HAVE PROBABLY DISCOVERED ACROSS EUROPE 24 Classified - Internal use
  25. 25. A GAMING INITIATIVE WITH GREAT RESULTS SO FAR IN TERMS OF CONSUMER FEEDBACK
  26. 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. 27. COKE ZERO AND PLAYSTATION AT THE CENTER OF THE PARIS GAMES WEEK •
  28. 28. Classified28- Internal 28
  29. 29. Contacts 29

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