可口可乐年度回顾与展望Twist Marketing Caps for Freshment-EN.ppt

Twist Marketing Caps for Freshment Annual Reviews&Prospects 2010.10,Prologue,As one of worlds longest and most-famous brand, Coca-Cola is always make hers own as the representitive of happiness, creative, refreshment, which gives inspiration for all her consumers around the world;,As the largest SNS&BBS in China, Oak Pacific always keep the pace with Coca-Cola, and try our best to provide the most creative and effient marketing caps for Coke making the first twist.,To Make Our Mutual Users Have A Positive Life+ Experience,Jan,Feb,Mar,Apr,May,Jun,Jul,Aug,Sep,Oct,Nov,Dec,CNY (01.22 02.26),CNY (12.31 02.22),Jiong Master (04.20 05.23),2010 Annual Roadmap,Fun Can (09.16 10.27),Summer (07.12 09.14),Twist (04.29 05.31),(04.25 05.28),Wake up the fruit (04.26 06.21),Funny Moment (10.01 11.30),(06.25 - 07.23),Live + (09.20),2010 Review: Marketing Caps We Twisted,Caps of Finding Sprite: Summer Splashing; Ice Dew: Twist Bottles for Eco Life； Nestea: Twist Caps for Funny Games; Sprite CNY: DIY Creative Wish; Caps of Learning Coke L+: Your Positive Life ； YY Tea: Your Healthy Life; Fanta: Your Funny Words； Dairy: Your Funny Moments；,Findings,Sprite: Summer Splashing,Objectives： Enhance Brand Preference; Sales-driven in Summer; Peroid： 2010.07.12 2010.09.14 Marketing Caps： Interaction Minisite for splashing; Users can splash friends with virtual sprite; 360 promotion with viral videos,social ads and special resources R;,Nestea: Wake Up Fruits,Objectives： Enhance Brand New Product Awareness Peroid： 2010.04.26 2010.06.21 Marketing Caps： Interaction Minisite for Games Play games to gain bonus for prize Portals in Renren Restaurant App,users get extra bonus and items for the App, if only they get to the Campaign Minisite,Ice Dew: Have a Twist,Objectives： Enhance Brand Awareness; Brand Eco Charity Promotion; Peroid： 2010.04.29 2010.05.31 Marketing Caps： Interaction Minisite for bottle twisting Users try its best to twist bottles in 30s,and the highest score users get rewards Users can update its eco announcement and sync to status,Sprite: CNY New Portrait,Objectives： Brand Awareness for New Packaging； Enhance Brand Preference; Peroid： 2009.12.31 2010.02.22 Marketing Caps： Interaction Minisite for DIY wishes; Users DIY E-cards and send to friends; Finished E-cards can sync to Album;,Caps of Finding,Findings Be creative, but in easiest way; Incentive is always necessary for users(Bonus,App Items); Always try new marketing caps(Widgetbox)on SNS, its powerful; Execellent in Common Follow the core interaction mechanism on SNS; Make your interaction more close with usersbehavior; Follow the heart of the users,they will love you; Follow the trend of society, everybody talks about it;,Learnings,Coke L+: Live Positive,Objectives： Deepen Brand Preference； Brand Charity Info Promotion; Peroid： 2010.09.20 - Present Marketing Caps： Connect with Coke L+ Site； Banners for Site Promotion； Via newsfeed and sharing to attract more users from R to visit the site;,Fanta:Jiong Cup & Funny-Can Words,Objectives： Enhance Brand Preference; Enhance Brand Awareness; Peroid： 2010.04.20 2010.05.30(P1) 2010.09.16 2010.10.27(P2) Marketing Caps： Connect with Fanta Campaign Site； Social Ads for Site Promotion； Via newsfeed and sharing to attract more users from R to visit the site;,YY Tea: Your Healthy Life,Objectives： Enhance Brand Awareness Peroid： 2010.10.01 2010.11.31 Marketing Caps： Connect with campaign site Status updating for ballon flying Status sync with smileys, users can click smileys to minisite,Dairy: Funny Moment,Objectives： Enhance Brand Awareness Peroid： 2010.10.01 2010.11.31 Marketing Caps： Interaction Minisite for Games Status updating for ballon flying Status sync with smileys, users can click smileys to minisite,Caps of Learning,Learnings Varies promotions and interactions without a integrated platform; Highly engagements and vast participants with no further CRM; Lack of Promotion for some newly marketing caps,as Connect; Need to improve Think about usersbehavior before you wonna try something new; Use as many social ads as you can to make your campaign pop; Take users as your friends, and communicating more with them; Make communication platforms if necessary;,Cases,7up：冰爽七喜七爽无比,Objectives： Enhance Brand Awareness; Sales-driven for Products； Peroid： 2010.07.01 2010.10.31 Marketing Caps： Interaction Ministe for Bonus exchanging; Users can watch videos, play games to gain bonus; Users can also input pincode to gain bonus; The highest score for pincode goes to Bali;,KSF: 冰茶魅力泼啦啦,Objectives： Enhance Brand Awareness; Sales-driven for Products； Peroid： 2010.05.24 2010.07.18 Marketing Caps： Interaction Ministe for Splashing; Users pick varies ways to splashing with friends; Via special promotion resources and entries, users can directly receive the splashing and into the minisite on homepage,2010 Reviews,2011: Challenge Under Flattered Life,Under the trend of Social Media bursting around the world and in China, more and more young people are becoming part of the big family R; Also with the fast developing technology on web and mobile, everylife for young people has shattered into fragments. One traditional media cant rule and occupy their cosuming mind at all. Here comes the challenge How to make Cokes mind penetrate through their whole life? In the way they favor most?,2011: New Marketing Caps for Coke,Making Groupies,Parties&Games,Sightseeings,Shoppings,Content Sharing,Coca Cola iLike,Coke Groupon,Coke App Placement,Coke LBS,iCoke Connect,Making Good Media Kits both for Users&Coke,Everyday Life Renren,Caps for Coke,Music,Coke Album,2011:Mare Caps to Fit the Bottles,Awareness,In-Depth Communication,Preference,Loyalty,Viral Reaction,Social Widget,Official Newsfeed,App,Nuomi,Minisite,App,iLike,iLike,Connect,LBS,New Products,Classic Products,Branding& CRM,Album,Social Commerce for Promotion:Group Buying,SNS+Ecommerce=N,Definition: Group buying with large discount once the preorder users reach the certain number, Nuomi users can call friends for action via SNS viral spreading;,Advantage: Sales-driven; Viral promotion for new products;,Recommands: Coke products placements,More Fun, More Preference: New Apps,More Real&Fun=Renren Party&Renren World,Brief Introductions: Related to Userslifestyle, Users can get real social party life experience in Renren Party; Treasures and Puzzles, Renren World will provide brand new fun for App manics;,Advantage: Brand New Product Promotion; Brand Preference,Recommands: Brand New Products Placement; Brand Classic Products Item Placement;,Wherever is Coke: LBS,Midnight slow running,SNS everywhere =Renren Location,Definition: Status updating via Mobile utilities, details of the users location will also be shown in the Renren Status Newsfeed;,Advantage: Brand Positive Idea Promotion; Brand Preference Driven;,Recommands: Coke L+ and iCoke Corperation; Brand Special Activities Promotion;,Always Connecting: Connect,Campaign Site,One ID, Surf Anywhere =Connect,Definition: Users can login and register to any site via Renren Connect, users can share contents to Renren with newsfeeds shown;,Advantage: Brand Official Sites User-draging; Brand Campaign Sites Engagement-driven;,Recommands: iCoke and Coke L+ Official Sites; Brand Campaign Sites;,Listen to the Coke: Renren Music,Coke with Music =Renren Music,Definition: New App R, users can find/listen/share/comment/DIY Album music;,Advantage: Brand Preference Enhancing; Brand Music Campaign Promoting;,Recommands: Sprite Music Campaign; Coke Brand Music Album;,Make your brand Likable: iLike,Sites,Ads,Contents,iLike Newsfeed,Love the brand =Renren iLike,Definition: Add buttons to everywhere online related, Renren users can click the button and make newsfeeds;,Advantage: Everything about Brand SNS-nized; Brand Perference and Loyalty Enhancing;,New Promotion Gears: WidgetBox,More Social Friends can be