CANNES, France — Cannes Lions — Coca-Cola continues to be on the forefront of defining the future of marketing and laying the foundation for how successful brands will effectively engage with their audiences in ways that were previously unimaginable. Coca-Cola’s collaboration with social software company Thismoment has led to record levels of engagement. Through modern programs reminiscent of a digital media company, Coca-Cola has made a significant connection with youth audiences and achieved remarkable results.
With leading-edge projects such as Coca-Cola.TV, Coca-Cola.FM and live-streaming music events, Coca-Cola has shown the world how thinking outside the box can lead to revolutionary engagement with a brand’s customers. In partnership with social software industry leader Thismoment, Coca-Cola has executed large-scale digital marketing initiatives that combine real-world entertainment with the unique ability to distribute and magnify these offerings in a robust and engaging social and mobile experience. The business results and metrics show significant direct engagement with the brand — in some cases more than 30 minutes per user session.
In its continual commitment to forge new ground and create memorable experiences for its customers, Coca-Cola again turned to Thismoment to deliver a new and unparalleled solution. Recognizing that a key element to success is maintaining focus on content and messaging through the use of powerful technologies, Coca-Cola and Thismoment designed a concept called “Pantry.” Pantry provides Coca-Cola with the ability to consolidate valuable content and democratize access to it. Through a central registry, regional content rights, analytics, discoverability, collaboration, future-proofing and a simple, easy-to-use interface, Pantry provides Coca-Cola with the ability to execute the revolutionary strategy it envisioned.
Javier Sanchez Lamelas, former Vice President of Marketing for Latin America and current Vice President of Europe at The Coca-Cola Company, shares, “We knew we wanted to create an even better brand experience and empower our marketers at Coca-Cola with the ability to do so simply and effectively. Thismoment provided us with the ability to crystallize our vision and deliver a software solution that exceeded our expectations, something we are now used to with Thismoment.”
Early on, Coca-Cola understood the importance of differentiating itself and reaching customers where they wanted to be reached. Realizing it needed to leverage mobile, cloud and social technologies to reinvent how to effectively engage with the youth audience, Coca-Cola turned to Thismoment to create cohesive and comprehensive brand experiences across multiple platforms and deliver unique experiences to each of its customers.
The Coca-Cola.TV and Coca-Cola.FM projects were created to reach the large and increasingly social youth market across Latin America. Through these efforts, Coca-Cola has created meaningful connections by bringing the best in entertainment to young people wherever they are. A prime example of these successful projects was the live streaming — across multiple devices — of a Paul McCartney concert attended by 200,000 people. When Coca-Cola saw that this delivered an additional 500,000 virtual audience members — with an average engagement of 42 minutes per session — it knew it had taken the brand experience into a new era. “Coca-Cola stands as a global brand leader with unrivaled creativity and vision, and we simply provide the robust technology platform that empowers them to deliver the engaging experiences they have brilliantly created,” says Vince Broady, Founder and CEO of Thismoment.
Partnership with Thismoment
Coca-Cola leverages the capabilities of Thismoment to address its market in a social/mobile environment via a flexible, scalable and easy-to-use software platform. Together, Coca-Cola and Thismoment deliver a consistent, high-quality branded experience to users across multiple social sites and devices. With Thismoment, Coca-Cola is able to leverage the formidable combination of an innovative technology platform, a powerful infrastructure and a top-tier project and product management system.
Coca-Cola’s unique commitment to delivering engaging experiences and fostering deeper connections with its customers around the world is why Coca-Cola is one of the most successful brands of all time. Broady shares, “Coca-Cola’s innovation and imagination continues to push the envelope and demand solutions that produce revolutionary results. It’s what leaves customers enamored with their brand and what makes working with them such an honor.”
About The Coca-Cola Company
The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the world’s most valuable brand, our Company’s portfolio features 16 billion dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, Vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of more than 1.8 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environment footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world’s top 10 private employers with more than 700,000 system employees.
Thismoment is the leading solution for creating and delivering content-rich, social brand experiences. The world’s most recognizable brands use Thismoment’s cloud-based system to power superior audience engagement across YouTube, Facebook, Twitter, Tumblr, brand sites, and other online channels. Thismoment’s system optimizes digital experiences for mobile devices including smartphones and tablets and supports global distribution in 60 languages.