Cannes presentation by Wendy Clark, Coca-Cola
In a very brave move, senior vice-president for integrated marketing communications and capabilities at Coca-Cola, Wendy Clarke took the entire audience for her session in Cannes to Coke’s Consumer Interaction Center in Rio via Skype.
In Brazil the brand has a team of 20 people monitoring the real time conversation and managing the dialogue around the World Cup and Coca-Cola. As Wendy Clarke said, you can’t make a proper presentation on real-time without including a daring example.
Despite the opportunity for failure, the technology worked perfectly for this Cannes demonstration.
The real-time opportunity Coke has set up its entire strategy around real-time but is admitting to not fully be there yet.
The guiding principles for Coca-Cola in real-time marketing are:
As an example she showed #happinessflag and #theworldscup (yes, the world’s cup).