Collaborate More With Share-A-Coke Marketing Strategy
1. WANT TO COLLABORATE MORE?
SHARE A COKE!
Chris Barron
Huruda LLC
chris.barron@huruda.com
September 22nd, 2015
ScrumDay Twin Cities
2. CHRIS BARRON
20+ years software industry
Product Manager, Marketer, Engineer
Co-founded Huruda LLC in 2013
Consult and coach Agile Development,
Agile Marketing, Agile for Anything
16. BACKGROUND
Coca Cola always under pressure
New products, brands, and categories
Engagement constantly changing
Content 2020 strategy Agile before it was cool
Marketing challenge:
Re-ignite engagement in key demos
Increase summer sales
17. WHAT THEY DID
Customer insights:
Know and love Coca-Cola
Lacking “eye-level” engagement
Experiments:
Involved multiple agencies and tactics
Started with personalized Coke bottles
Launched in summer 2011 in Australia with 150 most
common names…
19. WHAT THEY DID
Experiments after initial launch:
FB app to create and share virtual Coke
TVCs using consumer-submitted photos
Outreach to celebrity influencers
Text a name to sign at Sydney’s King’s Cross
Kiosks for consumers to create more bottles
FB audience selected 50 additional names
They didn’t stop there…
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23. RESULTS
2011 - Australia
2012 – Asia
2013 – Europe & UK
2014 – US
Consumption increased for first time in years
7%
10
39. TALE OF TWO COMPANIES
Traditional
•Internally vetted plans
•Annual CAB event
•Build, build, build
•Beta aka bug-out
•Launch 1.0
•Everybody waits for 1.1
40. TALE OF TWO COMPANIES
Traditional
•Internally vetted plans
•Annual CAB event
•Build, build, build
•Beta aka bug-out
•Launch 1.0
•Everybody waits for 1.1
Collaborative
•Internally vet “ideas”
•Collaborate with customers
and partners on ideas
•Survey customers to vote
with write-in option
•Show work-in-progress
•Everybody wants 1.0