Coke Zone: driving loyalty through social platforms
The Client
Coke Zone is the UK’s number one FMCG site, rewarding consumers of Coca-Cola with high value prizes in return for points collected on special packs. Coca Cola GB needed a Social Media strategy to bring conversation into their arsenal of digital marketing techniques – to generate positive buzz, raise awareness, increase repeat engagement and drive new registrations.
The challenge
We know that taking that first step into online social spaces can be really daunting. Having worked with the Coke Zone team to create a year-long strategy, we brought together stakeholders from across the business, including legal, brand, customer services and marketing to really understand and manage their needs and fears. This enabled us to get to a point where the whole business was confident about starting, joining and moderating conversations.
We built and now manage a highly bespoke blog with a range of social features. The blog has pulled together disparate Coke Zone communities into one space where they swap tips and advice, offer valuable feedback and disseminate content across the social web. Acting as a rapid publishing platform the blog both enables consumers to comment and converse about the programme and provides the client with valuable feedback with which they can improve their offer to consumers. It attracts over 200 comments and drives hundreds of registrations every month.
Having built a content platform and developed the content strategy we were then able to seed and nurture a community around it – and republish the content in other social spaces via RSS. We set up and now manage a Twitter profile that not only serves as another channel for site content but gives us a platform for engaging new audiences – driving conversations around Coke Zone that generate highly qualified traffic to the Coke Zone site.
To get the blog launched we worked closely with brand managers and other agencies to create a look and feel, and tone of voice, that would gel seamlessly with all Coke Zone’s other online and offline communications.
Our experienced Design and Build team took trusted, open source technologies and customised them to create new, bespoke plugins and functionality that would support our objectives.
A community outreach programme is also in place, enabling us to engage influential communities in dialogue around high value rewards an encourage the viral spread of our message.
The results
“Looks fantastic – great job guys – let’s get people talking!”
Graham Horner, Head of Loyalty.
Services offered
- Social Media Strategy
- Content strategy
- Blog design & build (core technologies: WordPress)
- Blog moderation
- Network mapping
- Community outreach
- Twitter community management
- Buzz monitoring
- Measurement & reporting
This is a continuing engagement that started in January 2009, with the blog being launched in May 2009. Jenni Lloyd heads up the account team, working alongside Max St John and Danny Sheerin.
