iStrategy Conference 2011: Matthew Nixon, Digital & Direct Marketing, Coca Cola Amatil - Keynote Session-Panel Discussion (Day One)

1. Coca-Cola Amatil Digital MarketingiStrategy - Melbourne, 2011

3. Case Studies

4. Key Areas of Focus for Digital

6. Pacific Beverages is a 50/50 joint venture with SABMiller, one of the world’s largest brewers

7. Operate in 5 countries with + 15,000 employees

9. Location Based Marketing (LBM)/Mobile

10. LBM Case Study #1 – The Coke Machine Fairy Q: What was the Coke Machine Fairy? A: Mobile, social media promotion that turns getting a drink from a Coke vending machine, into a game.

11. Integrated Digital Campaign

13. CTR from Mobile ads 1.09%

14. Mentions in social media: 1,526

16. The Results – Social Media

17. Mobile Case Study #2 – Sales Lead Generation

18. Driving Efficiency for Our Customers

20. 2010 - 85,000 orders online from National and Key Customers

21. June 2011, iPhone and iPad launch

24. Developed as a key point of differentiation and reduce barriers

26. Custom solution for organisations to “brand their own”

29. Buying behaviours are changing:

30. New challenge: online driving to offline channels – “click & pick”

31. Mobile commerce & information overlay

32. Multi-channel approach to all projects

33. Brands to play a greater role in content

34. Cost per acquisition vs. lead model

35. Collaboration with customers, consumers, partners and suppliers to drive innovation