Decoding Coca-Cola World Cup Journey.docVIP

 PAGE \* MERGEFORMAT 7 Decoding Coca-Cola World Cup Journey If the past is a sports marketing to create customer value one of the most effective way, then today it is the best brand and consumer communication channels. As the network multimedia, outdoor displays, mobile Internet, mobile TV, microblogging, etc. The emergence of more and more multimedia, are becoming increasingly complex media environment, simply relying on advertising or marketing activities have been difficult to communicate with consumers in depth. So, how sports marketing and consumer sentiment built a bridge? Let We pioneer in sports marketing and a solid fan by Coca-Cola Company recently began marketing the World Cup in South Africa to explore the journey. Communication strategy: a sound, an image The South African World Cup, Coca-Cola Company launched a global scale in order to “celebrate” as the theme of the integrated marketing campaign to the grassroots star Baruti from Africa as “Coca-Cola 2010 FIFA World Cup Ambassadors” interpretation of the spread of a brand event. The unknown voice actor, with its classic expression - Brrrr whole body shaking combined with large retroflex fun, become popular in Africa, “pop music man”, but also for a Coca-Cola to create a synonym for joy and movement. Coca-Cola Company to the theme of this unique voice in China, began a vigorous “pop Lele Le” World Cup campaign. This is a theme of kill three birds, a “pop Yue Lele” as a consumer of African-style experience of expression, the consumers, the South African World Cup and the Coca-Cola brand perfect combination of great spread of power. Coca-Cola are two ways to make a “pop Lele Le” rapid spread in China: a “pop music Brother” (Baruti to China, 12 cities all over China, the World Cup road show for the Chinese fans to bring his “original” unique “pop Lele Le” and invited users to upload their own “pop Lele Le”, voted through the network of China “ Boo music “ambassador. end May 22, 146 people took