可口可樂年度回顧與展望

TwistMarketingCapsforFreshment

AnnualReviews&Prospects

2010.10PrologueAsoneofworld‘slongestandmost-famousbrand,Coca-Colaisalwaysmakehersownastherepresentitiveofhappiness,creative,refreshment,whichgivesinspirationforallherconsumersaroundtheworld;AsthelargestSNS&BBSinChina,OakPacificalwayskeepthepacewithCoca-Cola,andtryourbesttoprovidethemostcreativeandeffientmarketingcapsforCokemakingthefirsttwist.ToMakeOurMutualUsersHaveAPositiveLife+ExperienceJanFebMarAprMayJunJulAugSepOctNovDecCNY(01.22–02.26)CNY(12.31–02.22)JiongMaster(04.20–05.23)2010AnnualRoadmapFunCan(09.16–10.27)Summer(07.12–09.14)Twist(04.29–05.31)(04.25–05.28)Wakeupthefruit(04.26–06.21)FunnyMoment(10.01–11.30)(06.25-07.23)Live+(09.20)2010Review:MarketingCapsWeTwistedCapsofFindingSprite: SummerSplashing;

IceDew: TwistBottlesforEcoLife；

Nestea: TwistCapsforFunnyGames;

SpriteCNY: DIYCreativeWish;CapsofLearning

CokeL+: YourPositiveLife；

YYTea: YourHealthyLife;

Fanta: YourFunnyWords；

Dairy: YourFunnyMoments；FindingsSprite:SummerSplashingObjectives：EnhanceBrandPreference;Sales-driveninSummer;Peroid：2010.07.12–2010.09.14MarketingCaps：InteractionMinisiteforsplashing;Userscansplashfriendswithvirtualsprite;360promotionwithviralvideos,socialadsandspecialresources;Nestea:WakeUpFruitsObjectives：EnhanceBrandNewProductAwarenessPeroid：2010.04.26–2010.06.21MarketingCaps：InteractionMinisiteforGamesPlaygamestogainbonusforprizePortalsinRenrenRestaurantApp,usersgetextrabonusanditemsfortheApp,ifonlytheygettotheCampaignMinisiteIceDew:HaveaTwistObjectives：EnhanceBrandAwareness;BrandEcoCharityPromotion;Peroid：2010.04.29–2010.05.31MarketingCaps：InteractionMinisiteforbottletwistingUserstryitsbesttotwistbottlesin30s,andthehighestscoreusersgetrewardsUserscanupdateitsecoannouncementandsynctostatusSprite:CNYNewPortraitObjectives：BrandAwarenessforNewPackaging；EnhanceBrandPreference;Peroid：2009.12.31–2010.02.22MarketingCaps：InteractionMinisiteforDIYwishes;UsersDIYE-cardsandsendtofriends;FinishedE-cardscansynctoAlbum;CapsofFindingFindingsBecreative,butineasiestway;Incentiveisalwaysnecessaryforusers(Bonus,AppItems);Alwaystrynewmarketingcaps(Widgetbox)onSNS,it’spowerful;ExecellentinCommonFollowthecoreinteractionmechanismonSNS;Makeyourinteractionmoreclosewithusers’behavior;Followtheheartoftheusers’,theywillloveyou;Followthetrendofsociety,everybodytalksaboutit;LearningsCokeL+:LivePositiveObjectives：DeepenBrandPreference；BrandCharityInfoPromotion;Peroid：2010.09.20-PresentMarketingCaps：ConnectwithCokeL+Site；BannersforSitePromotion；Vianewsfeedandsharingtoattractmoreusersfromtovisitthesite;Fanta:JiongCup&Funny-CanWordsObjectives：EnhanceBrandPreference;EnhanceBrandAwareness;Peroid：2010.04.20–2010.05.30(P1)2010.09.16–2010.10.27(P2)MarketingCaps：ConnectwithFantaCampaignSite；SocialAdsforSitePromotion；Vianewsfeedandsharingtoattractmoreusersfromtovisitthesite;YYTea:YourHealthyLifeObjectives：EnhanceBrandAwarenessPeroid：2010.10.01–2010.11.31MarketingCaps：ConnectwithcampaignsiteStatusupdatingforballonflyingStatussyncwithsmileys,userscanclicksmileystominisiteDairy:FunnyMomentObjectives：EnhanceBrandAwarenessPeroid：2010.10.01–2010.11.31MarketingCaps：InteractionMinisiteforGamesStatusupdatingforballonflyingStatussyncwithsmileys,userscanclicksmileystominisiteCapsofLearningLearningsVariespromotionsandinteractionswithoutaintegratedplatform;HighlyengagementsandvastparticipantswithnofurtherCRM;LackofPromotionforsomenewlymarketingcaps,asConnect;NeedtoimproveThinkaboutusers’behaviorbeforeyouwonnatrysomethingnew;Useasmanysocialadsasyoucantomakeyourcampaignpop;Takeusersasyourfriends,andcommunicatingmorewiththem;Makecommunicationplatformsifnecessary;Cases7up：冰爽七喜·七爽無比Objectives：EnhanceBrandAwareness;Sales-drivenforProducts；Peroid：2010.07.01–2010.10.31MarketingCaps：InteractionMinisteforBonusexchanging;Userscanwatchvideos,playgamestogainbonus;Userscanalsoinputpincodetogainbonus;ThehighestscoreforpincodegoestoBali;KSF:冰茶魅力潑啦啦Objectives：EnhanceBrandAwareness;Sales-drivenforProducts；Peroid：2010.05.24–2010.07.18MarketingCaps：InteractionMinisteforSplashing;Userspickvarieswaystosplashingwithfriends;Viaspecialpromotionresourcesandentries,userscandirectlyreceivethesplashingandintotheminisiteonhomepage,2010ReviewsSocialRelationisthekeyEverycampaign,classicornewinform,alwaysshouldbegoodforusers’socialrelation;Wintheusers,Winthemall;Makeitvary&concentrateVariescreativeinteractionsisgood,butwithconcentratetopicandsimpleideaisbetter;2011:ChallengeUnderFlatteredLifeUnderthetrendofSocialMediaburstingaroundtheworldandinChina,moreandmoreyoungpeopleareingpartofthebigfamily@;Alsowiththefastdevelopingtechnologyonwebandmobile,everylifeforyoungpeoplehasshatteredintofragments.Onetraditionalmediacan’truleandoccupytheircosumingmindatall.Herecomesthechallenge——HowtomakeCoke’smindpenetratethroughtheirwholelife?Inthewaytheyfavormost?2011:NewMarketingCapsforCokeMakingGroupiesParties&GamesSightseeingsShoppingsContentSharingCocaColaiLikeCokeGrouponCokeAppPlacementCokeLBSiCokeConnectMakingGoodMediaKitsbothforUsers&CokeEverydayLife@RenrenCapsforCokeMusicCokeAlbum2011:MareCapstoFittheBottlesAwarenessIn-DepthCommunicationPreferenceLoyaltyViralReactionSocialWidgetOfficialNewsfeedAppNuomiMinisiteAppiLikeiLikeConnectLBSNewProductsClassicProductsBranding&CRMAlbumSocialCommerceforPromotion:GroupBuying

Definition:Groupbuyingwithlargediscountoncethepreorderusersreachthecertainnumber,NuomiuserscancallfriendsforactionviaSNSviralspreading;Advantage:Sales-driven;Viralpromotionfornewproducts;mands:Cokeproductsplacements&corperation;TicketsforBrandSpecialActivitiesandLives;MoreFun,MorePreference:NewAppsMoreReal&Fun=RenrenParty&RenrenWorldBriefIntroductions:RelatedtoUsers’lifestyle,UserscangetrealsocialpartylifeexperienceinRenrenParty;TreasuresandPuzzles,RenrenWorldwillprovidebrandnewfunforAppmanics;Advantage:Brand NewProductPromotion;BrandPreference&Awareness;mands:BrandNewProductsPlacement;BrandClassicProductsItemPlacement;WhereverisCoke:LBSMidnightslowrunningSNSeverywhere

=RenrenLocationDefinition:StatusupdatingviaMobileutilities,detailsoftheusers’locationwillalsobeshownintheRenrenStatusNewsfeed;Advantage:Brand PositiveIdeaPromotion;BrandPreferenceDriven;mands:CokeL+andiCokeCorperation;BrandSpecialActivitiesPromotion;AlwaysConnecting:ConnectCampaignSiteOneID,SurfAnywhere

=ConnectDefinition:UserscanloginandregistertoanysiteviaRenrenConnect,userscansharecontentstoRenrenwithnewsfeedsshown;Advantage:Brand OfficialSitesUser-draging;BrandCampaignSitesEngagement-driven;mands:iCokeandCokeL+OfficialSites;BrandCampaignSites;ListentotheCoke:RenrenMusicCokewithMusic

=RenrenMusicDefinition:NewApp,userscanment/DIYAlbummusic;Advantage:Brand PreferenceEnhancing;BrandMusicCampaignPromoting;mands:SpriteMusicCampaign;CokeBrandMusicAlbum;MakeyourbrandLikable:iLikeSitesAdsContentsiLikeNewsfeedLovethebrand

=RenreniLikeDefinition:Addbuttonstoeverywhereonlinerelated,Renrenuserscanclickthebuttonandmakenewsfeeds;Advantage:EverythingaboutBrandSNS-nized;BrandPerferenceandLoyaltyEnhancing;NewPromotionGears:WidgetBoxMoreSocial

Friendscanbeshownonthewidgetboxwhichmakeusersmorewillingstoclickandinteract;MoreImpressiveBoxcanbemaximizedthathelpusersgettingmoreimpressions;Moreoptionsforpixandflashes;MoreInteractiveMorefunctionsforreply,downloadgiftsendingandflashinteractions;NewTargetingTech:OfficialNewsfeedFansofWorldCupFansofDeliciousMoreAccurativeOfficialNewsfeednowcantargetonPublicPageFansforcertaininterestsandhobbies;MoreCustomizedOfficialNewsfeedcansendtocertainfansmeetthecertainmarketingneeds;Promisesfor2011CokeCustomizeKitsforCustomizedNeedsCreativeMindsforInnovateInteractionsAccurativeTargetsforQualifiedUsersIntegratedFromsforEffectiveCRMsSpecializedProjectTeamsBetterROIforCokeThanksforWatchingCokeCNYResultsDatasSiteCPMCPC

1.401.07AdvantagesActivityAdvantageAttractiverewardsleadstomoreactiveusers;MediaAdvantageHighlyeducateduserswithmorepositivlifestyles;LearningSpriteCNYResultsSitePVSiteUVParticipantsInvitationsInvitedNewfeeds1,096,369953,632224,486301,79530,83726,430,960DatasSiteCPMCPC

0.270.21AdvantagesActivityAdvantageCreativebuteasyengaging,synctopersonalalbumLearningFlashSitetakingmoretimeforloading,whichisnotgoodforusers’experienceOptionsasEmailsendingetc.arenotfitfulforusers’interactioncustoms,whichcouldbeawasteforinteractionresources;ProvidemoreinteractionoptionsforE-cardDIY,thatwillbemoreengagingSpriteSummerSplashingResultsSitePVSiteUVParticipantsInvitationsVirtualSpritesSplashings37,023,77017,717,0291,206,84210,220,1438,593,6522,575,608DatasSiteCPMCPC

0.920.94AdvantagesMediaAdvantage360degreepromotionviaspecialresources;Onlineandofflinemarketingintegration;LearningWellperformancedactivityleadstogoodbrandfans,andit’sbetterforbrandtobuildalong-termcommunicationplatformwithfans;Wellpreparedbutshort-terminteractionactivitywouldalwaysbethebestone;IceDewHaveaTwistResultsSitePVSiteUVParticipantsStatusSyncsTwistBottlesVideoS