Cannes Lions

COKE'N MEAL TV & DIGITAL INTEGRATION PROJECT

CARAT TURKEY, Istanbul / COCA-COLA / 2013

Case Film
Supporting Content
Supporting Content

Overview

Entries

Credits

Overview

Description

In 2011 the Turkish Radio and Television Supreme Council put limits on TV & Radio. The limitations are similar to the EU TV & Radio Council. There is no directing consumers to sales from product integrations. Band advertising can not be aired along with product & brand integrations. Brands need to ensure “This is an advertisement” clauses at the begining of each ad specifically & clearly.

Online media is less resrticted compared to TV. Unless the site or the company rejects the format or the product placements, brands are much more free to execute desired branding formats online unless they need copyrights.

Hence the below Coca-Cola campaign is unique in terms of TV & Online Integration; utilizing a scenario integration coupled with simple band advertising directing consumers to social media outlets for extra content about characters of a very popular & identifiable TV show.

Execution

The TV show the campaign took focus is highly followed but also has high identification within audience. Consumers want to know as much as possible about the characters. Any content not aired becomes a valuable commodity. Campaign was designed around this principle. Coca-Cola provided extra content beyond regular product integration.

Different digital outlets were utilized; audience was directed to the content uploaded to Facebook via band ads. The content as such was promoted on the show’s site, Coca-Cola’s Twitter account & via Facebook ads.

Display and seeding were used as a high reach to direct audience to content on Facebook.

Outcome

Coca-Cola executed a successful TV & Online integrated campaign by merging the hype of a highly followed & identified TV series by providing extra content and driving audience effectively to alternative channels. The campaign also differentiated itself from the mainstream meal communication by creating positive comments on social platforms & generating a high volume of viewership.

Extra content was viewed 2.032.187 times & reached to 1.255.755 unique visitors. 7.730 buzz realised. 89% of these conversation is positive tone. Extra content got 8.500 likes & 897 shares & 235 comments.

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