Top Menu

From Social Media to Traditional Marketing, Coke Maintains its Fizz


Sports marketing strategies are becoming increasingly sophisticated. The days of corporations walking away satisfied after paying millions of dollars to display their logo on a team jersey are long gone.  Savvy marketers know that you to have go where the eyeballs are. Whether it be social media, digital marketing or the more traditional channels, you need to communicate and then engage with your targeted customers (fans) using the medium (language) they favor.

Two recent news releases from the carbonated drinks industry illustrate this.

USA Today last week published an article revealing how large corporations such as Coca Cola are leveraging social media during the National Collegiate Athletic Association (NCAA) ‘March Madness’ annual basketball championships. Coke reserved 20% of its tournament spending for social media – a massive increase on the 2% that it gave social media marketing in 2010. When you consider the 11.7 million hours of live streaming in 2010, that is money well spent. As the article states, Coke:

“…devised a social-media gathering place dubbed the Coke Zero Social Arena, where fans can go for professional commentary and fan chatter. Coke will aggregate tweets about the game by team and try to refine social chatter in one place”.

On March 17th, The Wall Street Journal published an article revealing that Diet Coke is now the second best-selling carbonated beverage in the U.S,  behind Coca Cola, but significantly in front of arch rivals Pepsi Co Inc who are pushed down to third place.

Two reasons were offered for this result. Firstly, Coke has “ramped up its traditional TV marketing in recent years” and secondly, Pepsi’s decision to not “market its flagship cola on the Super Bowl or in other TV spots” in 2010 may have backfired. Instead of spending on the largest annual sporting event in the US, Pepsi launched its Refresh Project – a charitable program providing $20 million to “ideas that change the world”. Interestingly, in 2011, Pepsi returned to the Super Bowl promoting Pepsi Max, which competes directly with Diet Coke. Additionally, after famously missing out on sponsoring the TV show American Idol, sponsored by – you’ve  guessed it – Coke, Pepsi is fighting back. Pepsi will hand out more than $60 million to sponsor “X Factor,” Simon Cowell’s new talent show set to debut this fall on the Fox network.

You may ask what these articles have in common. For me, they illustrate the importance of having a comprehensive marketing strategy and having an in-depth understanding of your customers – and competitors.

When explaining the rationale for Coke’s social media expenditure at the NCAA, William White, group director for Coke Zero, was quoted in USA Today as saying:

“This is where our consumers are”.

When it comes to the sports industry –whether you are a sports rights holder, or a large corporation intending to spend on sports, or any other stakeholder – you have to go where the eyeballs are.

Social media is important, as we all know, and you need a strategy for it – preferably a creative one. However, traditional marketing still has an important place and ignoring it may prove to be your downfall.

Photo by D34n

, , , ,

49 Responses to From Social Media to Traditional Marketing, Coke Maintains its Fizz

  1. kadeeirene March 22, 2011 at 7:31 pm #

    Hey great post and interesting atake on the digital world of brands and sports. I just found this website and am in love. Keep up the good work!

  2. LewisHowes April 1, 2011 at 3:57 pm #

    @kadeeirene thanks so much… glad you liked the post and be sure to come back more often to the site :)

  3. mary April 21, 2013 at 10:44 am #

    Heya i’m for the primary time here. I came across this board and I find It truly useful & it helped me out a lot. I am hoping to offer something again and help others such as you aided me.

  4. Home Page May 8, 2013 at 1:13 am #

    Hiya, I found your website through Search engines concurrently as looking for a similar subject matter, your web site got here right up, it appears to be similar to excellent. I have saved to be able to my own favourites features and functions|put into the bookmarks.

  5. printable coupons June 28, 2013 at 6:20 am #

    Hey! Do you know if they make any plugins to help with SEO?
    I’m trying to get my blog to rank for some targeted keywords but I’m not seeing very good results.
    If you know of any please share. Many thanks!

  6. Sergio July 2, 2013 at 6:41 am #

    I really like it whenever people get together and share views.
    Great site, stick with it!

  7. Ricardo July 7, 2013 at 1:08 am #

    My spouse and I stumbled over here by a different website
    and thought I may as well check things out. I like what I see so now i am following you.
    Look forward to looking into your web page again.

  8. Www.Gettinghits.Co.Uk August 4, 2013 at 4:11 pm #

    Very section of written content. I simply came across your web site and in accession capital to say that I receive the fact is loved account your blog posts. In any manner I’m going to be opt-in on the enhance and even My partner and i success you have admission to consistently fast.

  9. wietuichwas.de August 6, 2013 at 5:13 pm #

    It’s awesome for me to have a site, which is beneficial designed for my knowledge. thanks admin

  10. Web help for website October 10, 2013 at 7:22 pm #

    SELECT * FROM comments ORDER BY 1 LIMIT 0, 100

  11. pros crm social October 11, 2013 at 4:46 pm #

    The quality of the model is accessed and the model which returns the best business
    value is considered. Peachtree is a better option than the ever-popular Quickbooks for many reasons, but the most important is that Peachtree
    is entirely GAAP compliant. Blogging – create
    blogs and forums on your website, encouraging customers to participate in the blogs to
    develop solutions to problems or ideas to enhance products.

  12. http://wholikesmoneydiscount.com December 29, 2013 at 1:47 am #

    When I originally commented I clicked the “Notify me when new comments are added” checkbox and now each time a comment is added I get several e-mails with the same comment.
    Is there any way you can remove me from that service?
    Bless you!

  13. 最高級 ジャケット 2014 January 4, 2014 at 5:34 pm #

    Just wish to say your article is as astounding.
    The clarity in your post is just nice and i can assume you are an expert on this subject.
    Fine with your permission allow me to grab your feed to
    keep updated with forthcoming post. Thanks a million and please continue the gratifying work.

  14. 2014 suv reviews January 14, 2014 at 12:34 pm #

    With havin so much content do you ever run into any issues of plagorism or copyright violation?
    My blog has a lot of unique content I’ve either created myself
    or outsourced but it looks like a lot of it is popping it up all over
    the internet without my authorization. Do you know any techniques to help stop content
    from being ripped off? I’d certainly appreciate it.

  15. Flooring Sarasota FL January 26, 2014 at 2:22 am #

    I blog frequently and I genuinely thank you for your information.
    Your article has really peaked my interest.
    I will bookmark your website and keep checking for new details about once per
    week. I opted in for your Feed too.

  16. http://rampantdispatch784838.Pen.io/ January 27, 2014 at 11:13 am #

    My brother suggested I might like this blog. He
    was entirely right.This post truly made my day. You cann’t imagine just how mich time I had spent
    for this info! Thanks!

  17. meine Firma January 27, 2014 at 11:22 pm #

    Thank you a lot for sharing this with all folks you actually understand what you’re talking about!
    Bookmarked. Please also visit my site =). We can hae a link change agreement among us

  18. sample anc January 29, 2014 at 1:03 am #

    I was wondering if you ever thought of changing the structure of your blog?
    Its very well written; I love what youve got to say.
    But maybe you could a little more in the way of content so people could connect with it better.
    Youve got an awful lot of text for only having one or 2 images.
    Maybe you could space it out better?

  19. internet marketing conference January 31, 2014 at 3:43 pm #

    What’s up, everything is going sound here and ofcourse every one is sharing data, that’s
    truly excellent, keep up writing.

  20. reveal weight loss February 10, 2014 at 2:40 pm #

    With havin so much written content do you ever run into any problems
    of plagorism or copyright infringement? My site has a lot
    of completely unique content I’ve either authored myself or outsourced but
    it seems a lot of it is popping it up all
    over the web without my agreement. Do you know any
    techniques to help prevent content from being ripped off?

    I’d truly appreciate it.

  21. Noble February 14, 2014 at 5:52 am #

    I have read so many posts on the topic of the blogger
    lovers however this post is actually a nice article, keep it up.

  22. I every time emailed this webpage post page to all my friends, as if
    like to read it next my friends will too.

  23. Christi March 22, 2014 at 4:05 pm #

    Hey there! Do you know if they make any plugins to safeguard against hackers?
    I’m kinda paranoid about losing everything I’ve worked
    hard on. Any tips?

  24. pirater un mot de passe facebook April 24, 2014 at 8:35 am #

    This isn’t a very effective strategy and will make you look
    like a weird Facebook stalker. Before I go on with
    some genuine pieces of art inspired by Grumpy,
    I want to share some basic info about the grumpiest cat ever.
    With Image Resizer will upload many pictures fast while providing great quality results than other programs.

  25. pokemonxapreslaligue.page4.me April 24, 2014 at 10:22 am #

    The good news is that the same can be purchased almost from
    all locations as long as one has access to the internet.
    It evolves into two serpent looking Pok

  26. howtomakemoneyonlinewithoutinvestment.Com April 28, 2014 at 5:51 pm #

    I don’t even know how I stopped up here, but I believed this publish used to be good.
    I don’t understand who you might be however definitely you’re going to a famous blogger
    if you are not already. Cheers!

  27. free riot points code May 14, 2014 at 3:45 am #

    Woah! I’m really enjoying tthe template/theme of tbis
    site.It’s simple, yet effective. A lot of times it’s challenging to geet that
    “perfect balance” between usability and visual appearance.

    I must say that you’ve done a superb job with
    this. Additionally, the blog loads very fast ffor me on Safari.
    Excellent Blog!

  28. Jonathon June 8, 2014 at 12:22 am #

    Hi colleagues, its impressive post regarding educationand fully explained, keep it up all the time.

  29. spray tanning Oil June 8, 2014 at 6:29 pm #

    You can end up with a dirty looking result as the tanner doesn’t absorb so well
    in that area. It’s certainly cheaper than getting a flight to St Moritz.
    A good tan always draws attention and smiling approvals.
    With its natural flexibility and precision, this method has been the application tanning
    way of choice. Tired of all those ugly acne marks
    staring out, every time you look in the mirror.
    Self tanning by using cosmetic products is absolutely UV-free and does not cause any diseases.
    Sporting a burgundy Burberry gown, Chanel bling, Louboutin heels, and swept back hair to complete the ensemble,
    she looked like a fairytale princess, citing the Daily Mail.

    Start from the bottom half of your body working your way up the upper half.
    According to the American Academy of Dermatology, the most effective products are those that
    contain DHA as an ingredient. Nevertheless,
    with all types of fake auburn self steps, an extensive peeling
    course of action becomes necessary prior to a suntanning app.

  30. https://www.rebelmouse.com July 8, 2014 at 8:59 pm #

    This is really fascinating, You are an overly skilled blogger.
    I have joined your rss feed and look forward to looking for more of your
    magnificent post. Also, I’ve shared your web site in my social
    networks

  31. goodrum July 12, 2014 at 8:28 am #

    Instant Payday Network is a free internet business that enables any person to start their own business with zero risk. It enables all to start making funds online without investing a solitary penny. This routine is outstanding for newbies and pros to obtain their own online business.

  32. Lawyer Peoria Il July 14, 2014 at 4:40 pm #

    I almost never leave a response, however I read a few of the comments here From Social Media to Traditional Marketing,
    Coke Maintains its Fizz | Sports NetworkerSports Networker.
    I actually do have some questions for you if it’s okay.
    Could it be simply me or do some of these remarks appear as
    if they are written by brain dead people? :-P And, if
    you are writing on additional online sites, I would like to follow you.

    Could you make a list of the complete urls of
    your shared sites like your Facebook page, twitter feed,
    or linkedin profile?

  33. Attorneys General In Peoria Il July 16, 2014 at 6:05 am #

    It’s actually a cool and helpful piece of info.
    I’m satisfied that you shared this helpful information with us.
    Please stay us informed like this. Thank you for sharing.

  34. Lawyer Talk Peoria Il July 18, 2014 at 9:46 pm #

    I am truly glad to glance at this blog posts which includes
    plenty of helpful facts, thanks for providing such statistics.

  35. Imvu credit Generator July 21, 2014 at 9:40 pm #

    hey there and thank you for your info – I’ve certainly picked up something new from right here.
    I did however expertise a few technical points using this site, since I experienced
    to reload the website lots of times previous to I
    could get it to load properly. I had been wondering if your web hosting is OK?
    Not that I am complaining, but sluggish loading instances times will very frequently affect your placement in google and can damage your quality score if ads and marketing
    with Adwords. Anyway I am adding this RSS to my email and can look out for a lot more of your respective interesting
    content. Ensure that you update this again soon.

  36. boutique dresses what to wear to wedding July 24, 2014 at 6:27 pm #

    There are those who don’t like the shopping experience.
    Readers may refer to a related article entitled The Best
    Fashion Merchandising Degree Schools in the
    U. Make room for your trendy new wardrobe by going through your old clothes and getting rid of
    unwanted clothes.

  37. Jerold July 30, 2014 at 11:15 am #

    When I initially left a comment I appear to have clicked the -Notify me when new comments are added- checkbox and from now on whenever a comment is added I receive 4 emails with the same
    comment. Perhaps there is an easy method you are able to remove
    me from that service? Cheers!

  38. fake tan wholesale August 1, 2014 at 12:42 am #

    There are also several mundane electronic items that should be added
    to a college dorm shopping list to make a dorm feel more
    like home. The most incredibly efficient solutions and options encompass
    a dynamic piece referred to as DHA. They impart a brown color to the concoction,
    which immediately turns your skin brown.

  39. Baju Batik August 6, 2014 at 4:43 pm #

    Pretty nice post. I just stumbled upon your blog and wanted to say that I have truly enjoyed browsing your blog posts.
    In any case I’ll be subscribing to your rss feed and I hope you write again very soon!

  40. garcinia extract plus August 9, 2014 at 4:12 am #

    In recent years, provincial governments across Canada have recognized that the increase in obesity rates is causing a financial strain on Canada’s healthcare system.
    Losing weight through dieting has its downsides,
    such as not getting enough of the nutrients that the body needs.
    Therefore, the sale of ephedra pills is illegal in US.

  41. contact us August 10, 2014 at 4:43 am #

    Hmm is anyone else encountering problems with the pictures on this blog loading? I’m trying to determine if its a problem on my end or if it’s the blog. Any responses would be greatly appreciated.

  42. ออฟฟิศให้เช่า August 10, 2014 at 4:37 pm #

    You actually make it seem so easy with your presentation but I find this topic
    to be actually something that I think I would never understand.
    It seems too complicated and very broad for me. I’m looking forward for your next post, I will try to get the hang of it!

  43. shopping roll August 14, 2014 at 6:52 pm #

    Vitamin world coupon 40% off helps the health & beauty product lovers in shopping for their favorite stuff at very economical
    rates. s, when e-commerce had been grown rapidly as it could not be made bigger as though the days
    go by. Apgujeong Rodeo Street is the leading fashion mecca, formed as a cultural zone with a high
    propensity for consumption.

  44. Online Reputation Management Services August 16, 2014 at 9:28 am #

    Wipe negative items from search engine results page, automatically. Online reputation management becomes easier and cheaper with LinkWiper. visit here:http://linkwiper.com/

  45. sell my car for cash August 26, 2014 at 9:57 am #

    Thanks for another great post. Where else could anybody
    get that type of information in such an ideal way of writing?
    I’ve a presentation next week, and I’m on the look for such information.

  46. telemarketing sales leads September 7, 2014 at 6:43 pm #

    Its like you read my mind! You seem to know a
    lot about this,like you wrote the book in it or
    something. I think that you could do with some pics to drive the message home
    a bit, but other than that, this is excellent blog. A fantastic read.
    I will certaainly be back.

  47. Install tub Pompano beach September 13, 2014 at 12:05 pm #

    The Internet, local newspapers and Yellow Pages are good places to begin if you are searching
    for a plumbing company in Sydney with the keyword plumbing Sydney.
    However, taking a few moments to collect your thoughts and ask the
    right questions may save you a lot of time, hassle, and money.
    ‘I’m convinced that the only thing that kept me going was that I loved what I did.

    And, like any great relationship, it just gets better and better as the years roll on. You can easily learn some of the basics of plumbing services,
    and by which, you can easily avoid a decent amount of money.
    State colleges and universities are also different in that they are
    focused more on academic fields rather than the technical and vocation fields of city
    colleges. Click here to find out why your water heater may not
    be working as efficiently as it should. Even though furnaces are meant to live
    a long time (12 to 15 years on average), there are times
    that they break down or have other issues that may leave you in need of Carrier furnace repair.
    Experienced inspectors can offer potential home buyers,
    and even homeowners interested in learning about the true
    state of their own home, a deeper awareness of the purchase and
    commitment that they may be stepping into. He plans to carry on in the tradition and company built by his Dad but with a greener
    mindset.

  48. Website is under construction September 17, 2014 at 6:58 pm #

    Monte upward cool web-site! Person. Wonderful. Fantastic.. Website is under construction Let me book mark your blog plus make rss feeds also? I’m just grateful to find numerous tips in this post, we end up needing grow far more methods about this regard, many thanks giving.

Trackbacks/Pingbacks

  1. From Social Media to Traditional Marketing, Coke Maintains its Fizz | Fresh Sports News Update - April 23, 2011

    [...] More… Posted in Uncategorized Tags: jersey, Social Media « Chants’ Holloway ends college career You can leave a response, or trackback from your own site. [...]

Leave a Reply