Wednesday, March 14, 2018, 9:30 AM - 10:00 AM
Dana Barba - The Coca-Cola Company
John Mount - The Coca-Cola Company
The way that Millennials consume both media and food, presents unique and sustainable opportunities to use at-home media and food to drive engagement and create an integrated path to purchase. Using data points including that 93.7% of Millennial internet users will watch streaming videos this year or that Millennials prefer specific beverages and snacks while watching TV at home, Coca-Cola Co. created the “Play. Pause. Refresh” campaign. This customizable digital and in-store campaign came to life through consumer insights and digital, social, and retail activations. The campaign delivered outstanding, measurable results and allowed each partner to authentically connect with Millennials. Attendees will:
Explore the At Home Media Occasion opportunity and learn how to leverage a 360 digital, mobile and social platform to address this largely untapped occasion.
Learn how to turn data into actionable insights.
Discover that Millennials buy on impulse and learn to use technology to help them shop, and look for retail partners to provide ideas for beverage and snack solutions.