How Coca-Cola is

Blurring the Lines

Between Online
Advertiser and
Publisher

SAFEWAY
October 2, 2008

2009
Today, competition is at an all time high
Relevance of message drives behavior
Value in on-going customer relationships
 Untapped value across our business

30 Million people eat and

drink Coke products
30,000+ People work in 20 Million people
the Coca-Cola System see our advertising 1 Million attend, and 4
Million watch (on TV) a
sports event we sponsor

Millions of page views Coke trucks travel

over 1 Million miles

25 Million people 20 Million

buy our products people buy
4 Million people in bottle/can Cokes form
watch a movie while vending
sipping on a Coke
PURCHASE DRINK REGISTER ENTER REDEEM
AND CODES Consumers can

ENJOY FROM
spend their
points in a
variety of ways
PURCHASE

PULSE
PROGRAMS
& PROMOS
Fun content drives consumer engagement
Strong partnerships drive consumer value

Oc tober 2 , 2008
Consumers identify tools
and experiences they want…

…resulting in strong
consumer connections
Consumer connections create huge value

VOLUME MARKETING
EFFECT PRODUCTIVITY
BRAND HEALTH & MEDIA
ADVOCACY VALUE

Change in Productivity
consumer Impact on Creation of savings +
purchase imagery and valuable, revenue
behavior advocacy of measured generation
our brands media

And, brands and partners asked us for even more…

People trust us and are willing to tell friends

I trust these institutions or companies a great deal/mostly to be honest and fair:

The media

Credit card companies

Investment companies

The federal government

Large manufacturers

Health insurance providers

Large, national retailers

Coca-cola

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Source: Yankelovich MONITOR 2008/2009

Worldwide experience in online “publishing”
Some Publisher/Advertiser Examples Existed
www.wachovia.com

www.americanexpress.com
www.walmart.com

www.CVS.com

www.pampers.com
Offers were already integrated with content
Significant steps were required to transition

Technology
New site development

Ad serving technology implemented

IAB compliant ad units integrated for

internal and external needs

Targeting integrated into ad serving

strategies based on registration data

Large, coordinated ad formats

Rich Media opportunities

Significant steps were required to transition

Structure
Internal re-organization around content
and partners

Consultative approach to meet partners’

business objectives

Integrated experiences can be created

Sweepstakes
Rewards
MCR Points for partners

Development of richer content areas

Launch of My Coke Rewards 3.0.2
A comprehensive test plan was established

PRIOR STATE

INITIAL TEST

EXPANDED TEST

ROLL-OUT

FUTURE STATE
 Key lessons to be shared

Focus on business objectives

Branded content should exist in multiple formats

Balance business/partner needs with consumer value

Do the math (then do it again, and again)

Know what business you are in

Realize amount of work required

Multiple insights from journey

 We are living in interesting times

Future Look For Agencies…

Today brands require new and innovative business solutions beyond
simple selling and buying media

Evolutions in social media are enticing development of brand

communication channels/platforms which may be managed in-house

Historical roles are blurring - an exciting time to partner, build and innovate
in digital space regardless of your company “role”

The groups which innovate in these areas, regardless of their historical

roles, will likely be rewarded for their efforts
 We are living in interesting times

Future Look For Brands…

Historical roles are blurring - an exciting time to partner, build and
innovate in digital space regardless of your company “role”

Complexities of these type of programs require a wide range of

agency and supplier partners working in collaboration

Becoming a “publisher” can offset existing costs, but there is much

work to be done internally

There is value when multiple brands are associated with each other
before consumers in the right setting
SAFEWAY
October 2, 2008

Q&A