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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
You can go LIVE on Facebook from the following devices:
MOBILE PHONE DESKTOP THIRD PARTY VIDEO PLATFORMS
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
FACEBOK LIVE INDUSTRY TRENDS
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
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
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
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
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
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
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
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
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
Coca Cola - Facebook Live Campaign

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Coca Cola - Facebook Live Campaign

  • 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