Design an integrated FB Live digital marketing strategy for a brand, corporation or public figure in which they will use the tool to maximize the technology and platform to reap great benefits. Put yourself in the shoes of the business and develop original thinking on how to achieve marketing goals (be unique). The strategy should propose how the brand/public figure may exploit emerging trends to achieve new advantages and market cut-through
2. Facebook Live is a basic feature that offers live-
streaming video capabilities to users
By tapping the live stream icon, you can start
broadcasting a live video and also write an
optional description for the event
With Facebook LIVE, Tell Your Story, Your Way
With creative tools like filters, it's easy to express
yourself in ways that delight your followers and
make it even more fun
3. You can go LIVE on Facebook from the following devices:
MOBILE PHONE DESKTOP THIRD PARTY VIDEO PLATFORMS
4. FACEBOK LIVE INDUSTRY TRENDS
Facebook LIVE is a great way for brands to:
Connect With the Audience
HOW?
WHY? WHERE?
WHEN?
Interact with & Answer their Questions Gauge their LIVE Reactions
6. FACEBOOK LIVE EXAMPLES:
BuzzFeed Blew Up A
Watermelon And
Everyone Lost Their
Freaking Minds
Dunkin Donuts Live Tour
of their Kitchen +
Valentines Day
McDonalds
Promotion for Art
and their new
burgers
Benefit Cosmetics
Day-To-Day topics
Popeyes promoted their
first-ever Live Drive-Thru
Bash celebrating National
Fried Chicken Day
7.
8. ABOUT
Coca Cola is a carbonated soft drink
Global leader in the beverage industry
All marketing revolves around Happiness, Refreshment, Diversity & Inclusion
The brand is about creating a better world and spreading happiness
This is reflected in their advertisements and marketing campaigns
Coca-Cola UK used Facebook LIVE for last years Christmas Season
They brought in a Christmas truck which went LIVE on Facebook showcasing comments made
by users
The truck also visually showed the steps involved in making a bottle of Coca-Cola which was
then dispersed by the vending machine
Here’s the video: Coca-Cola UK Facebook LIVE
9. Coca Cola’s main competitor, Pepsi, has used Facebook LIVE in collaboration with the Dallas
Cowboys
This included a Q&A session with star player David Irving
Here’s the video: PEPSI Facebook LIVE
Sprite used Facebook LIVE with the Cleveland Cavaliers where users were asked questions live
and had to answer them to become MVP’s
Here’s the video: SPRITE Facebook LIVE
The above brands have stuck to their brand image of Young & Athletic and created content
around that
Coca-Cola needs to tap into Facebook LIVE and engage their audience with a Happy,
Refreshing & Lovable campaign
This will help Coca-Cola leverage its brand image, increase fan interactions and ultimately
increase sales
COMPETITIVE
SCENARIO
10. Presenting Coca-Cola’s #HuntForHappiness
This hunt is for Coca-Cola bottles mysteriously placed around a city
But it will be available only on Facebook LIVE
2 celebrities will go on the hunt: Kevin Hart and Ryan Seacrest
But they will be guided by Coca-Cola’s fans on the Facebook page
Each time the celebrities find a clue, they will ask the fans through the live video to help them
seek it out
The end game is a Coca-Cola Happiness truck which displays the conversation happening LIVE
on Facebook with the users names appearing
Each user who gives the correct answer will get a Coca-Cola bottle with his/her name and
some signed merchandise by Kevin Hart and Ryan Seacrest
At the end of the month, the users will be invited for a Coca-Cola End of Summer Happiness
Party with the hosts which will be live streamed on Facebook
#HUNTFORHAPPINESS
11. PHASE1
On the day of the Hunt, the
celebrities go LIVE on Facebook
and solve the clues with help
from the fans
This increases engagement and
interaction
Coca-Cola puts out a video message on their
Facebook page by the celebrities introducing
the hunt and how they need the help of the
fans in figuring out the clues
This is done a week in advance
The winners displayed on the Coca-Cola
truck get their personalized Coca-Cola
bottles and an invite to the end of
Summer Happiness Party
PHASE2
PHASE3
12. A week prior to each city hunt, an announcement for that hunt will be put out on Facebook to
give the fans an early notice of something coming up
This announcement will be in the form of a video where we show Kevin Hart and Ryan
Seacrest famished and trying to beat the summer heat
In the video, while they gasp for breath, they tell the fans they’re reaching their city in a week
and they need their help to find the Happiness Truck
This will be a fun, comical video which will attract the attention of the fans and keep them
intrigued
Along with this, the end prize for the fans, to party with the celebrities, will also be
communicated so as to give them an incentive to participate
On the previous day of the hunt, a post will be put out asking the fans to follow Coca-Cola’s
activity so they get notified when the hunt officially begins on Facebook LIVE
On the day of the hunt, the celebrities start by asking for the answer to the first clue leading
up to the Happiness Truck showcasing the live conversations
STORY
13. The #HuntForHappiness will take place twice a month starting from May & ending in July
6 major cities: Atlanta, New York, Los Angeles, Chicago, Houston, Philadelphia
In each city, Coca-Cola bottles will be placed at hidden locations to which clues will be
provided
The celebrities, along with the Facebook fans of Coke, will hunt those clues via Facebook LIVE
Each clue will lead to the next clue which will be written inside the wrapper of a Coca-Cola
bottle
In totality, there will be 8 clues which will reflect on 8 different Coca-Cola bottles
All the clues lead to the Happiness Truck where the LIVE conversation will be displayed
The fans will then be invited to the location of the truck to meet the celebrities, take their
personalized Coca-Cola bottles and have a happy experience
HOW IT
WORKS
14. This campaign is on the lines of Coca-Cola’s Vision, Mission and Values
It will relate to the brands ideology of Open Happiness and making the world a better place
The fans will participate as they connect with the brands image
The gratification of a personalized Coca-Cola bottle for you and your loved one ties with the
emotional benefit of the consumer
The end of Summer Happiness Party connects with the fans as they feel they belong to a
Happy, Fun & Exciting new community
This campaign will increase the brands reputation and goodwill in the market
Ultimately, this campaign will be taken global to other countries around the world
The end result will be a boost in sales globally for Coca-Cola
WHY
15. To measure the success of this campaign. We will:
Gauge Live Reactions
Total Views
Total Shares
Total Comments
LIVE Views
LIVE Shares
LIVE Comments
Sales
#HuntForHappiness
Party Attendance
Subscriptions
METRICS