Coca-Cola.TV and Thismoment Attract Record Latin American Audiences

written by: Richard Kastelein

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Coca-Cola is changing the way it reaches the youth market in Latin America in a year-long social media campaign in Mexico and throughout Latin America. In partnership with social software industry leader Thismoment, Coca-Cola is executing a large-scale marketing initiative that combines real world entertainment with the unique ability to distribute and support live broadcasts in a robust and engaging online social and mobile experience.

The Coca-Cola.TV Project was created to reach the large and increasingly social youth market across Latin America. Through this, Coca-Cola is seeking to create meaningful connections by bringing the best in entertainment to young people, wherever they are, with programs such as Coca-Cola.FM and now Coca-Cola.TV; a key marketing initiative for 2012 and beyond.

Juan Adlercreutz, Interactive Marketing Director, Coca-Cola Latin America:

"Coca-Cola.TV offers a dynamic platform for Coke to engage directly with young audiences, and Thismoment is driving that effort behind the scenes. The strength of the Coca-Cola brand, combined with a compelling story narrative, well selected content, and great digital experiences provide the perfect formula to pioneer how global brands reach their broad ecosystem of customers."

Paul McCartney Draws Record Audience with Social Media and Mobile On May 10, Paul McCartney gave a free outdoor concert in Mexico City's central plaza, the Zocalo, to a record crowd of an estimated 200,000 people. Coca-Cola.TV live streamed the three-hour event to millions throughout Mexico, and engaged youth audiences by encouraging them to contribute to the social conversation via Facebook and Twitter. This concept was also leveraged for Vive Latino 2012, a three-day music festival in late March attended by hundreds of thousands in Mexico City, which featured four stages and numerous international acts such as Foster the People and Fat Boy Slim.

John Broady, Senior Vice President of Partner Services, Thismoment:

"Coca-Cola's on-line social and mobile traffic was, in a word, massive. Fan participation topped by 10X even the largest of our 28 US Super Bowl campaigns that we conducted for major brands. We are thrilled and very impressed with the great combination of our Thismoment social software technology and Coca-Cola's enormous assets and team. I strongly believe that this alliance can establish a new stepping stone in branded entertainment and social marketing."

Furthermore, with the substantial quantity of digital content captured during the live events, Coca-Cola.TV will continue to broadcast concert videos to promote future programs and maintain engagement with youth audiences.

Given the challenges associated with reaching such a diverse youth audience spread across multiple social networks and mobile devices, a key element is maintaining focus on content and messaging, without the hindrance of technologies. Thismoment's seamless back-end system for Coca-Cola.TV allows Coca-Cola Latin America to focus on creative, execution and follow through.

 

Event highlights Paul McCartney:

— Estimated 200,000 attendees at the live event

— Nearly 500,000 unique users streaming

— Average Time Spent of 42 minutes per user

Vive Latino 2012:

— Estimated 100,000+ attendees at the live event

— More than 750,000 unique users streaming

— Average time spent per user of 23 minutes

About the Partnership with Thismoment

Coca-Cola leverages the capabilities of Thismoment to address the online youth market in a social/mobile environment via a flexible, scalable and easy-to-use platform. Together, Coca-Cola TV and Thismoment deliver a consistent, high quality branded experience to users across multiple social sites and devices. With Thismoment, Coca-Cola is able to leverage the formidable combination of an innovative technology platform, powerful infrastructure built on Amazon's EC2 stack, plus top-tier project and product management.

Core advantages:

— Speed: Thismoment's Distributed Engagement Channel (DEC) product CMS allowed Coca-Cola to quickly update all online and social properties associated with the Paul McCartney and Vive Latino events. Thismoment's DEC product offers a complete social content management platform for brands that want to engage customers across social sites and devices.

— Unification: Because Coca-Cola deployed several different sites across several different media types, Thismoment allowed Coca-Cola to simultaneously update programming and multi-media content on all properties, including YouTube, from one client interface.

— Integration: A cornerstone of the events is the ability to live stream. The ease with which live stream providers integrate into Thismoment ensures that Coca-Cola content will be effortlessly amplified to all target customers on web, mobile, and outdoor.

— Conversation: Coca-Cola leveraged powerful social conversation and moderation capabilities to aggregate comments from diverse social networks and devices including Twitter and Facebook comments, and ensure that all conversations were brand relevant and appropriate.

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