My Name on A Coke Bottle?

If it was a secret before, it is not one anymore. Here is the truth: I Love Coke. The only brand that I am actually loyal to. Don't be alarmed because I don't drink soft drinks that much. However, when I am in the mood, I go for Coke. They have the largest market share in the Cola market, but they never cease to amaze me with their brilliant campaigns executed all over the world. Coke doesn't just relax and watch competitors try to get to its level, they actively think about new innovative ways to connect and engage with their customers. Constantly raising the bar while sticking to their brand image/tagline.

I was impressed with the recent Australian 'Share A Coke' campaign. Coke's problem in Australia was the fact that most teens weren't drinking Coke. Here's how Ogilvy Australia solved the problem seen below.

Here is why I personally like it:

1. They integrated different channels (on-line and off-line) for more exposure
2. Using people's names becomes personal and emotional. Who doesn't want that privilege?
3. A great way to create W.O.M (namesakes, I have a friend/family member by that name etc.)
4. Allowing others to submit their names for a chance to be chosen (customer interaction)
5. Create buzz that generate PR and Media attention

This campaign has all these elements: Conversion, In-store foot traffic (boost in sale), Engagement, Sharing, and Brand loyalty. A lot of brands fell to truly connect and engage with customers. Sorry, but push strategy does not work in this day and age. Also, campaigns without engagements are like breathtaking art that are only seen by the artist. I love campaigns that make me go "WOW" I wish I came up with that.

Shout out to Ogilvy Australia for a job well done.

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Book Event For Our Capstone Client

As you know, I graduated in May with my masters in Integrated Marketing Communications from Emerson College. Before we graduate, we are suppose to complete a Capstone class (equivalent to a thesis). We are put in teams of six and each person has a different role. The roles are usually as followed: Account Manager, Research Expert, Digital Expert, PR and Event Expert, Media Relations Expert, and lastly the Creative Director. We are also given a client that has a particular marketing problem that we need to solve. Perhaps you might have guessed that I was the PR and Event Expert since this is a post in the Event Planning tab or you simply know that I enjoy planning events. Anyways, one of our client's wish list was to have a book event. Here's how the wish came true:

Client: Kristin J. Lieb
Event: Book Event
Book Title: Gender, Branding, and the Modern Music Industry

1. Location
I contacted Lucy Parsons Center to have our event there because it aligned well with the book. They embrace radical book with high emphasis on women. The book "Gender, Branding, and the Modern Music Industry" focuses on how female pop musicians are branded in the modern music industry. Hence, why the two were a perfect match.

Lucy Parson Center in Jamaica Plain

2. Publicity
There's no book event without some degree of marketing involved. I, along with my teammates, went to local cafes and Universities to post event posters. I also worked with BostonTweetUp to include the event in their calendar as well as tweet it out to their followers.

Book Event Poster at Ula Café located in Jamaica Plain

3. Refreshments
You can't have an event without providing some sort of refreshments. I had to coordinate with both Starbucks and Dunkin' Donuts personnel to get coffee, tea and munchkins for our guests.

Refreshments from Starbucks and Dunkin' Donuts

4. Emcee
Of course before Dr. Lieb took the stage someone had to introduce her. Yup, that's me welcoming the audience and giving them a brief bio of Dr. Lieb's accomplishments.

Book event at Lucy Parson Center

5. Book Signing
At the end of the presentation. Audience members had a chance to purchase a copy of "Gender, Branding, and the Modern Music Industry." They also received free bookmarks made by non other that our Creative Director.

"Gender, Branding, and the Modern Music Industry" branded bookmarks 

**Images 1-4 were taken by our Creative Guru. Please check his portfolio for amazing work.

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