Join Scott Cuppari, Senior Marketing Manager at Coca-Cola as he talks about the Coca-Cola Freestyle team's experience using location-based marketing techniques and technologies to drive traffic and influence consumer behavior at quick serve restaurant locations in the Coca-Cola channel. Cuppari will discuss the Coca-Cola Freestyle location marketing campaign and share best practices for using this new approach for marketing to consumers when and where they are located as a means to create more meaningful context, engagement and business results for the brand and their channel members. This session is brought to you by Digby, the leader in location-based marketing technology for retailers and brands.

1. #LocationMKTG
Coca-Cola Freestyle:
Location Marketing For
Brands And Channels
Presented by Sponsored by
#LocationMKTG

2. Welcome Webinar Attendees
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3. Follow this Webinar on Twitter
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4. About Retail TouchPoints
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5. Panelists
Scott Cuppari Eric Newman
Senior Marketing Manager VP of Products & Marketing
Coca-Cola Digby
MODERATOR
Debbie Hauss
Editor-in-Chief
Retail TouchPoints
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6. Coca-Cola Freestyle
Location-Based Marketing Pilot
Scott Cuppari
Senior Marketing Manager
Coca-Cola Freestyle
Eric Newman
VP Products & Marketing
Digby
© 2012 Digby. CONFIDENTIAL www.digby.com

7. Introduction to Coca-Cola Freestyle®
• Coca-Cola Freestyle is a revolutionary
fountain machine that offers 100+
brands to consumers via an interactive
touch screen
• Of the 100+ drinks, the majority are
low/no calorie which provide
consumers with unprecedented choice
while dining out
• 70+ brands are exclusive to Coca-Cola
Freestyle – can’t find the drinks in
bottle/can
• Coca-Cola Freestyle can be found in
1000s of locations – restaurants, movie
theatres, sports venues, colleges/
universities, convenience stores,
retail, drug stores, etc.
© 2012 Digby. CONFIDENTIAL www.digby.com

8. Coca-Cola Freestyle® Mobile App Strategy
Build
a
mobile
platform
for
long
term
consumer
engagement
Driving
Consumer
Engagement,
Personalization,
and
Repeat
Customer
Visits
Strategic
Pillars
“Put
Fans
First”
UTILITY PARTICIPATION ENTERTAINMENT REWARD
• Location Finder • Memory Game • Memory Game • Game Badges
• Game • Partner Offers
Leaderboard
• Social Sharing
© 2012 Digby. CONFIDENTIAL www.digby.com

9. We’ve done our own research to validate the
strategy
Source: March 2011 Communispace: Coca-Cola Teen Community Insights
Research Scope: Global Audience
© 2012 Digby. CONFIDENTIAL www.digby.com

10. Coca-Cola Freestyle’s® Goals in
Launching a Localpoint Campaign
• Deliver rewards/value to consumers and Coca-
Cola super-fans seeking a Coca-Cola Freestyle
location
• Deliver value to customer outlets in pilot markets
by testing new technologies
• Leverage push notifications and geo-fences to
reach new consumers and drive incremental
traffic into our customer locations
© 2012 Digby. CONFIDENTIAL www.digby.com

11. Summary of Coca-Cola Freestyle’s®
Localpoint Pilots
The Coca-Cola Freestyle team leveraged Digby Localpoint
within the mobile app to drive fans to nearby “Customer
Locations” during meal hours through rich push notification
campaigns.
By accessing consumer’s time and location through
geofencing, we were able to connect with our fans in a way
that was relevant and personal. Coke sent messages to fans
within a two to three mile radius of a restaurant during lunch.
We also launched targeted campaigns to local colleges/
universities and sports venues to drive traffic back to the
customer location.
In Coca-Cola Freestyle’s first pilot, we drove consumers to the
Coca-Cola Freestyle machine with exclusive specialty drink
recipes to try. In the second pilot, we drove consumers into
outlet by food and drink coupons.
© 2012 Digby. CONFIDENTIAL www.digby.com

12. Campaign & Offer Development
• We worked closely with our foodservice
teams and pilot customers on the program
and fulfillment.
• Each pilot was designed to last 6-8 weeks,
with a variety of offers rotating through the
period
• Each customer location was fenced twice,
once 2-3 miles away and a 2nd fence on the
parking lot
• To maintain consistency and avoid consumer
confusion, each offer was date stamped and
presented exclusively within the mobile app
© 2012 Digby. CONFIDENTIAL www.digby.com

13. Coca-Cola Freestyle’s® Campaign
Results
• Coca-Cola Freestyle gathered analytics on
its campaign in real-time, discovering how
many push notifications were delivered to
app holders, how many notifications were
opened, how many visited a store, how
long they stayed, and what other pilot
locations they visited.
• Overall Coca-Cola Freestyle found the
mobile campaign results to be comparable
to loyalty email campaigns, and higher than
paid-mobile ad click-thru rates.
• Positive results from our first restaurant
pilot in 2Q, resulted in another pilot in 4Q.
© 2012 Digby. CONFIDENTIAL www.digby.com

14. Key Learning from 2012 Location Pilots
• When planning locations to be
geofenced, the populations must be
large enough and specific enough to
have a materialized impact on traffic.
Too small of a population of users in a
given area won’t give desired results.
• Create engaging, appealing offers.
Offers that are contextual and relevant
excite users to enter a store.
• When developing a campaign, results
must be able to be tracked. A
campaign’s success can be
determined through push notifications
received and offers clicked through,
and resulting store visits.
© 2012 Digby. CONFIDENTIAL www.digby.com

15. Digby Corporate Overview
“Digby helps brands and retailers accelerate channel convergence”
Digby Innovation Firsts
First Live Location
2012 Engagement Deployment
First Location
Engagement Platform
2010
First Mobile Web
mCommerce Platform
2008 First Rich Application
mCommerce Platform
© 2012 Digby. CONFIDENTIAL www.digby.com

16. Bricks & Mortar Retail Must Adopt New Strategies
Contextually meaningful shopper engagement…
To The Right Person
At The Right Time
In The Right Place
With The Right Value
…grows store traffic, sales, AOV and customer satisfaction
© 2012 Digby. CONFIDENTIAL www.digby.com

17. By Leveraging Mobile’s Power With Localpoint
Targeted Digital Engagement
Platform For The Physical World
Localpoint Analytics
develop unique understanding of shoppers
and store performance with web-style
analytics for bricks & mortar locations
Localpoint Outreach
drive store traffic with highly contextual
offers based on the consumer’s location
Localpoint Venue
influence consumers with triggered 1:1
engagement on entry, exit & during their visit
© 2012 Digby. CONFIDENTIAL www.digby.com

18. Thank You
The Digby Difference
- Sophisticated location detection
- Broad support for location-based
engagement use cases
- Enterprise grade services & products
- Ready to integrate with retailer systems
Eric Newman
enewman@digby.com
866.802.0298
© 2012 Digby. CONFIDENTIAL www.digby.com

19. Q&A // Submit Your Questions
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ques)on
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20. Q&A // Panelists
Scott Cuppari Eric Newman
Senior Marketing Manager VP of Products & Marketing
Coca-Cola Digby
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21. Thank You For Attending This Webinar
You can download this presentation at:
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