Brand Project #3

Media Brief
click here for a PowerPoint

Earned Media

• Publicity 
• Donating to red cross in response to Hurricane Florence: https://www.myajc.com/business/consumer-advice/georgia-based-corporations-support-hurricane-florence-relief-efforts/Xl6o1GOCvMIhmIc0RXC2UK/
• Student receives Coca Cola Scholarship: https://nrvnews.com/nrcc-student-receives-coca-cola-scholarship/
• Coca Cola encourages recycling: https://www.campaignlive.co.uk/article/coke-recycling-push-encourages-consumers-share-bottle-slam-dunks-social/1492300
• Shares, likes, comments on social media

Shared Media

• Partnerships
• H.J. Heinz Company
• Global Environment & Technology Foundation (GETF)
• FIFA
• WaterAid
• World Vision
• Heinz
• Spotify
• Nestle 
• McDonalds
• Etc.
• Social Media
• YouTube: https://www.youtube.com/user/cocacola
• 2.5 M subscribers
• “One Last Summer” -- episodic series on a group of friends
• Twitter: https://twitter.com/CocaCola
• 3.3 M followers
• Multiple twitters for different countries and purposes (i.e. @CocaCola_GB for Great Britain, @cocacolarewards, etc.)
• Instagram: https://www.instagram.com/cocacola/
• 2.5 M followers
• Facebook: https://www.facebook.com/CocaColaUnitedStates
• Blogs: https://www.coca-colacompany.com/stories

Owned Media

• Content
• Website
• https://www.coca-colacompany.com/
• http://www.coca-cola.com/global/
• Cookbooks 
• Coca Cola: The Cookbook
• Classic Cooking with Coca Cola
• Coca Cola Refreshing Recipes
• etc.
• Labels 
• Packaging 
• Slogans
• Merchandise 
• Coca Cola themed glasses, clothing, household decor, etc.
• Jingles
• https://www.youtube.com/watch?v=EgxXtNLfXU8
• Short films/ episodes
• “Moments of Happiness” https://www.youtube.com/watch?v=S2nBBMbjS8w
• “One Last Summer” S.1 E.1 https://www.youtube.com/watch?v=dyQMsjU7laE
• Physical
• Stores
• Locations in Atlanta, Las Vegas, & Orlando 
• World of Coca Cola Museum (Atlanta, GA)

Paid Media

• Incentive 
• Instagram influencers
• Search engine marketing
• Ads on google
• Ads on bing
• Paying to make their company pop up first on search engine 
• Social media (separate from their own accounts)
• Instagram ads like stories or posts
• Facebook ads
• YouTube ads before videos
• Other forms of advertisement 
• TV Commercials
• Billboards 
• Product placement in movies and TV shows