2. Agency Name: Social Cue
At Social Cue, we turn heads. We create content that is
informative, but more importantly compelling. We que the
consumer in to engage with our brands in conversation. We
believe that our creative endeavors are only as good as the
research behind them. Our strategy allows us to tap into what the
consumer actually wants to hear and talk with them, not at them.
We are Social Cue
2
Hayley Hinson
Account Executive
Shanice Stewart
Brand Planner
Monica Glosson
Media Planner
Leah Foster
IMC Coordinator
Delaney McMullen
IMC Coordinator
Savannah Bradford
Art Director
Ryan McManemin
Copywriter
Anoosha Panjwani
Graphic Design
Hayleyhinson23@gmail.com
Monicaglosson@gmail.com
Ryanmcmanemin@icloud.com
Lfoster@uga.edu
Sjbradford15@gmail.com
Delaneymcm@gmail.com
Shanicestwrt@gmail.com
Anooshap11@gmail.com

3. Table of Contents
3
Executive Summary...............................................04
Information and Research
Company History..........................................05
Product Analysis...........................................06
Competitive Analysis...................................08
Consumer Analysis.......................................09
Industry Trends..............................................10
Consumer Trends..........................................11
SWOT Analysis...............................................12
Research Objectives...................................13
Research Methods.......................................14
Summary of Findings....................................16
Target Segmentation
Consumer Analysis.......................................17
Consumer Profiles.........................................18
Marketing and Communications
Marketing Objectives..................................21
Communication Objectives.......................22
Media Objectives........................................23
IMC FLowchart.............................................24
Media Summary...........................................25
Brand Essence Chart.............................................26
Creative Brief..........................................................27
Creative Concept..................................................28
Liquid and Linked...................................................31
CreativeExecutions...............................................32
Digital.............................................................33
Outdoor.........................................................49
Print................................................................50
Package Design...........................................51
Television........................................................52
Radio Spots...................................................53
Contest..........................................................54
Destination Chill or Thrill...............................55
Beach Bash...................................................56
Public Relations............................................57
Promotional Materials..................................58
Guerilla Marketing........................................59
Evaluation..............................................................60
FutureRecommendations.....................................61
Appendixes
A....................................................................62
B.....................................................................63
C....................................................................65
D....................................................................68
E.....................................................................69
F......................................................................70
G....................................................................71

4. Executive Summary
From the first sip in 1886, a legend was born in liquid form.
129 years later, the Coca-Cola Company is still making it’s mark as
a global cooperation leading the way in innovation, sustainability,
and commitment to refreshing the world. The Coca-Cola Company
is dedicated to the consumer, with goals to ignite happiness and
passionate interactions on a global level.
To say the Coca-Cola Company is a well-known brand
is an understatement. Despite the company’s global presence
and force in the beverage industry, they have a desire for more
engagement this summer, specifically with the hard-to-reach
Millennials. Research proves that a strong brand image is not
enough for Millennials to commit to purchasing. So, the Coca-Cola
Company can not necessarily rely on their well known name alone.
In attracting Millennials, they must create a higher perceived value.
The Coca-Cola Company has an interesting challenge in being
a large company that needs to meet their consumers on a more
personal, genuine level. Millennials are already bombarded with
content on a daily basis, so setting the entire Coca-Cola experience
apart and being relevant enough for Millennials to stop, listen, and
converse with the brand is important.
This summer, Social Cue will help Coca-Cola Red Can dive
into the lives of Millennials, and inspire them to choose a mindset
in the Polar Summer campaign. Social Cue’s research reveals that
Millennials tend to be split into two unique mindsets during the
summer: the Chillers and the Thrillers. The Chillers prefer spending
the summer months relaxing and recharging in the sun, while the
Thrillers are adrenaline junkies looking to explore. Coca-Cola Red
Can will inspire the nation to weigh in on The Polar Summer, and
follow the transmedia story of the Polar Pair, a dynamic duo of Polar
bears named Chill and Thrill.
Bringing thePolar Summer to Millennials on platforms that they
trustandrelyonwilldrawtheirattention.Millennialsareobsessedwith
instantly sharing their adventures on social platforms. Coca-Cola
will tap into this insight by conversing with them, acknowledging
the value of their summer mindset, and encouraging them to get
involved with the Polar Pair and share their photos with brand. This
coupled with IMC and guerilla tactics will expand reach, engage
Millennials, and get them buzzing about the Polar Summer.
The Coca-Cola Company will partner up with Delta to
incentivize engagement with the campaign. With a free trip to
Hawaii hanging in the balance, Millennials will utilize an App, social
media platforms, and loads of digital content to vote for their side.
While appealing to both Chillers and Thrillers, Coca-Cola
Red Can will encourage consumers to take part in the Polar Pair’s
story and share pieces of their own summer. The Polar Summer
campaignissuretocreatebuzzandexcitementamongstMillennials.
Tapping into Millennials’ summer mindset and creating relevant
and compelling content will not only increase engagement, but
it will also increase sales and brand loyalty this summer. The Polar
Summer is the perfect way to liquidly link the Millennial’s unique
summer experiences with the Coca-Cola side of life.
4

5. Company History
5
On May 8th, 1886 in a small fountain shop in Atlanta,
GA, John S. Pemberton created an instant sensation. The
beverage took off and the Coca-Cola Company was
founded. Fast forward to present day, the Coca-Cola
Company is an global brand with the largest market share in
the beverage industry serving on average 1.9 billion people
daily. As a brand that is sold in over 200 countries, Coca-
Cola transcends cultural and language barriers, and strives
to ignite happiness on an international level.
Coca-Cola Red Can is the iconic, traditional Coca-
Cola that is recognized by 94% of the world’s population.
Though Coca-Cola Red Can may be the most widely
recognized, the company has expanded enormously with
beverages appealing to all global preferences. Over time,
the Coca-Cola Company has created a wide portfolio
of soda, water, juice, sports drinks, and energy drinks. As
the beverage industry leader, the Coca-Cola Company
engages in sustainable and innovative business practices
that prioritizes the consumer’s happiness. The Coca-Cola
Company utilizes their global prominence to make a
difference worldwide.

6. Product Analysis
Product
Since Coca-Cola’s inception in 1886, it has been
numerous consumer’s beverage of choice. Over the past
129 years, The Coca-Cola company has widely expanded
their beverage portfolio to include other soft drinks, waters,
juices, sports drinks, and energy drinks.
However, Coca-Cola Red Can is still the most widely
recognized, iconic image of the brand. This carbonated soft
drink is a sweet treat that refreshes consumers around the
world.
Packaging
Conveniently, Coca-Cola Red Can comes in a variety
of sizes and packages. It is served as fountain drinks, pop-
top cans and plastic or glass bottles. Commonly Coca-
Cola is thought of as a 12 ounce pop top can which can
be purchased individually or in 12 or 24 count packages.
Plastic bottles are sold in 8 count packs in 7.5 ounces and 12
ounces or in 6 count packs in 16.9 ounces. Coca-Cola is also
available in 20 ounce, 24 ounce, one and two Liter plastic
bottles. 8 ounce glass bottled Coca-Cola is generally served
individually or in 6 count packages. Mini 7.5 ounce cans are
offered as 8 or 12 count packages.
6

7. Product Analysis
Price
Coca-Cola Red Can products typically range
from roughly $1.00 to $12.00 depending on the
size and quantity purchased. Individual cans and
bottles are generally sold for around $1.00 with price
increasing with size. Twelve count packages cost
around $4.00 to $5.00 dollars and 24 count packages
cost approximately $12.00.
Distribution
Though the hub of the Coca-Cola Company
is located in Atlanta, GA, the brand is distributed
around the world. Coca-Cola products can be
purchased in multiple locations including vending
machines, convenience stores, grocery stores,
sporting and entertainment events, restaurants and
bars. Despite the Coca-Cola Company’s expansive
distribution and numerous points of purchase, they
are dedicated to a refreshing experience every time
someone opens one of their beverages.
7

8. Competitive Analysis
Direct Competitors
Though the Coca-Cola Company holds the
largest market share in the beverage industry, they have
several direct competitors. In particular, Coca-Cola Red
Can competes with other dark-colored, carbonated
soft drinks such as: Pepsi, Dr Pepper, and generic brands
carried in grocery stores. In addition, Coca-Cola Red
Can is experiencing a competitive surge from diet
beverages such as: Diet Coke and Diet Pepsi. This can
be attributed to the current health trend and attention
to calorie intake. Despite these direct competitors,
Coca-Cola Red Can remains top-of-mind for consumers
worldwide.
Indirect Competitors
Coca-Cola Red Can competes with several indirect
competitors, some of which are also owned by the
Coca-Cola Company. Brands such as Sprite and
Mountain Dew are major competition as a clear-colored
soft drink, offering a different taste for the consumer
craving a carbonated beverage. Dasani, Deer Park,
Powerade, and Gatorade are hydrating alternatives
for people exercising or staying away from sugary soft
drinks.
Brand Product Offering Image Recent Branding
Pepsi Offers a caramel
colored soft drink
very similar to
Coca-Cola Red
Can.
PepsiCo promotes
a youthful, high
energy image.
As a brand that is
extremely integrated
into the music
scene, PepsiCo’
advertisements
usually features a well
known musician, most
recently Beyonce.
“Live For Now”
Dr. Pepper Offers a caramel
colored soft drink
with a signature
blend of “23
flavors” creating
a unique taste.
Dr Pepper appeals
to every unique
personality. The
brand encourages
consumers to express
and celebrate their
differences.
“Always One of
a Kind”
Diet Coke Offers a zero
calorie, caramel
colored soft
drink. This
product is
owned by the
Coca-Cola
Company
meaning
cannibalism.
The Coca-Cola
Company promotes
Diet Coke as a
delicious, zero calorie
option. This brand not
only appeals to more
health conscious
consumers, but also
appeals to Millennials
with the use of Taylor
Swift as a promoter.
“Get a Taste”
Diet Pepsi Offers a zero
calorie, caramel
colored soft drink
similar to Diet
Coke
PepsiCo continues
to promote their zero
calorie option with
youthful musicians
and a high energy
feel.
“Love
Every
Sip”
8

9. Consumer Analysis
“Coca-Cola Millennials” are the
primary target audience. Ranging from from 18 years of
age to 34 years of age, they are independent, passionate
about social causes, and technologically savvy. Because
of the wide range of ages, many of these Millennials are in
different life stages. They are students, young professionals,
and some are starting families. They have grown up in a
digital world, so they are comfortable with sharing their lives
online and on social platforms. Millennials have a variety
of summer plans. Some can afford to take off and explore,
while many others are working and hoping to make the
most of their weekends. The majority of them live extremely
fast-paced lives, so a refreshing. caffeinated beverage
keeps them awake and gives them a welcomed escape
from the grind.
“Coca-Cola Enthusiasts” are the secondary
audience. They extend from 35 years of age to 54 years of
age. This group of enthusiasts consumes the most amount of
Coca-Cola. They are more established in their career path
of choice, have families, and more consistency in their lives.
This group of consumers did not come to age in the digital
world, but they are catching on quickly and implementing
social platforms into their daily lives. They have busy
schedules from taking children to soccer practice, keeping
clients happy, and balancing their own hobbies and
activities. To them, summer does not necessarily mean a
break. Between work, families, and responsibilities, they will
be desperate to try and find a little down time this summer.
A classic Coca-Cola offers them the opportunity to take
step back from their hectic lives and enjoy.
9

10. QR Tells All
Consumers are demanding to know more about the
products they consume and the companies who produce
those products. Many beverage companies are improving
their packaging to better meet these needs. QR codes
are popular way that consumers can quickly connect with
a product and the manufacturer on a virtual level while
creating a positive rapport.
Foodies Demand More
In the past few years, “Foodies” have taken over the
food and beverage blogosphere. “Foodies” see food as an
artform rather than just a necessary calorie intake. They are
now demanding more out of the food and beverages they
purchase. They want more fresh options and creative ways
to use products in unconventional recipes.
Where Coca-Cola Red Can Fits In
• Continuing transparency in the labeling
• Utilizing QR codes on packaging that provide consumers
with relevant information
• Showing different ways to use Coca-Cola in recipes
Industry Trends
10

11. We Buy, You Give
Millennials in particular are demanding more from the
companies they purchase products from. Not only do they
want a quality product, but they now desire to purchase
from a company that makes a positive impact on society.
SmartPhone Time-Out
As consumers are more in tune with their health needs,
many are interested in finding a little bit of calm in the storm
of their busy lives. Consumers are interested in taking a break
from their smartphones.
TouchScreen Purchasing
Millennials in particular are extremely interested in
purchasing products digitally. Millennials are making a great
deal of purchases on their smart phones, so the convenience
of buying with the touch of your finger is a major trend.
Where Coca-Cola Red Can Fits In
• Partnering with philanthropies this summer
• Encouraging consumers to join in on the causes
• Helping consumers find their relaxation time this summer
Giving them a break from their smartphones and hectic
lives
• Allowing people to purchase Coca-Cola Red Can with
the touch of their fingers
Consumer Trends
11

12. S WOT Analysis
Threats:
• Competition with other brands especially
Pepsi
• Health trend
• Consumers desire products that have
“natural” and “organic” ingredients
• Millennials are less brand loyal -- they can
be swayed towards the competition.
Opportunities:
• The advanced capabilities to reach a
large and diverse market
• Large market share
• Introduce new products into the food and
snack industry
• Green business emerging
• Millennials are less brand loyal -- they can
be captured from the competition
Weaknesses:
• Focus on carbonated drinks
• Negative publicity associated with
unhealthy soft drinks
• No presence in food/snack industry
• Lots of sugar in products
• Not considered a “summer beverage of
choice”
Strengths:
• Reliable and respected global company
• Customer loyalty
• World’s largest market share in beverage
industry
• Large and diverse market--already has
the attention of Millennials
• Recognizable branding
• Social responsibility
12

13. Research Objectives
Objectives
• To gain insight on the target market’s lifestyles and hobbies
year-round
• To gain insight on the target market’s likes and aspirations for
the summer
• To gain insight on the target market’s attitudes towards Coke
Red Can and what sets them apart from other competitor
consumers
• To uncover consumer and industry trends during the summer
season
• To create a summer’s worth of content 24/7 for Coke Red Can
Summary
Given the task of generating content for Coke Red
Can for an entire summer, it is important to find out the tar-
get market’s attitude toward this season. To know what they
will be doing and where they will be is the most important
objective in order to generate content that is effective,
authentic, and organic. In order to uncover this information,
primary and secondary research must be conducted.
13

14. Research Methods
Primary Research
Photo Culture Dig
Each agency member asked individuals in
the target market to take or gather 10 pictures
of what they consider characteristic of their life.
Each of these pictures acted as a window into
the unique experience of our demographic.
Participants were asked to write a few sentences
describing their daily life. This aimed to gain deep
insight and understand their day-to-day habits
and mindsets during the off-season.
Summer Stalk Sessions
Monitoring and archiving the target
audience’s engagements (shares, likes,
comments) with the brands revealed how they
interacted with Coca-Cola. Social Media listening
exercise showed the online perception of Coca-
Cola by Millenials. This explained the types of
branded content consumers preferred to see and
share on social media.
14

15. Research Methods
Survey
People ages 18-34 were invited to take a survey to
gain insight on their feelings towards summer, social media,
philanthropy and Coke. This was to obtain a more direct,
conscious insight to what people thought about these
topics in comparison to inferences made from pictures and
social media.
Coke Cafe Chats
Coke Chats were held with people in the
demographic to gain insight that dug deeper than the
survey. Follow up questions allowed participants to expand
on answers and elaborate on certain points that the survery
could not cover.
Secondary Research
• Coca-Cola Company Website
• Coca-Cola Company Social Media (Facebook, Twitter,
Pinterest, Instagram)
• The Millennial Impact
• Nielsen
• Experian Simmons
• GSK MRI
• Yankelovich
• VALS
• Nielsen
• My Best Segments
• Pew Millennial Report
One survey-taker’s fondest summer tradition was
The CMA Music Fest in Nashville with her parents.
One survey-taker does NOLA Red Dress Run
every August
15

16. Summary of Findings
Throughout all research, the target
market’s differing attitudes about summer
was the most significant insight. Certain
individuals anticipate spending the summer
months escaping their daily routine through
new, stimulating ventures. Alternatively,
other people take advantage of the
summertime to break away from the hustle
of the rest of the year.
Furthermore, research showed
participants “like” or “follow” brands on
social media for discounts, new products,
giveaways, contests, and entertainment.
Causes or charities that research
participants engaged with include:
churches, health organizations, and
environmental and animal-related causes.
Research participants typically
associate summer with alcoholic beverages
and water; Coke Red Can was not top
of mind. Some explained they shy away
from Coke in the summer because it loses
carbonation and becomes hot.
16

17. Consumer Analysis
The Chillers:
Millennials who want to use their summer to relax and
rejuvenate. When Chillers think of summer, they envision
lounging by the pool, catching up on sleep, and soaking up
the sun. They see summer as an opportunity to take a break
from their everyday lives and spend time with the people
they love. Chillers look for ways to disconnect from their
smartphones and slow down. They prioritize their down time
and would rather plan a relaxing beach vacation than go
white water rafting
with their college
buddies. Chillers
hope that taking
a break in the
sunny weather will
rejuvenate them.
The Thrillers:
Millennials who want to seize their summer and
experience new things. When Thrillers think of summer,
they envision hiking with friends, taking road trips to new
cities, and visiting amusement parks. They see summer
as an opportunity to take a break from the ordinary and
explore. Thrillers prioritize new and exciting experiences over
sleep and relaxation. They would rather take a day trip to
a nearby music festival than lay by the pool. They firmly
believe in taking
advantage of the
sun and getting
the most out of
their summer.
Based off our research and Millennial preferences, we have divided consumers
into two distinct sides of summer:
17

18. Consumer Profiles
Thrill Everitt:
Age: 23
Relationship Status: In a Relationship
About: After graduating high school, Everitt decided that going to college was not what
he wanted. It cost a lot of money, and did not fit into his plans at the time. To Everitt,
traveling the world and meeting new people appealed more. Everitt now lives in Los
Angeles and works part-time as a barista at a local coffee shop. His flexible hours allow
him to go out almost every night, meet up with friends, and pursue his passion for the
outdoors. This summer, Everitt has big plans for hiking in Washington. He hopes to save
up enough money, take the summer off from work, and head to the great outdoors with
friends and his Go Pro.
Chill Emma:
Age: 19
Relationship Status: Single
About: Emma is just finishing her freshman year at Northwestern. After a hectic year of
acclimating to college, making new friends, and passing classes, she is ready for a break.
As she packs up to move home for the summer, all she can think about is catching up on
her tan and her favorite Netflix series, “Orange is the New Black”. This summer she does
not want to move a finger if she does not have to. Besides lounging by her neighborhood
pool, her plans include a sandy towel at her best friend’s beach house.
18

19. Consumer Profiles
Chill James:
Age: 25
Relationship Status: Engaged
About: After graduating from Eastern Carolina University with a major in business,
James decided to relocate to Atlanta, GA with his fiance, Casey. James is working
in a fast-paced accounting firm, so he does not get much time to relax. Between
wedding planning with Casey and staying on top of his work schedule, James is ready
for his vacation this summer. Casey and James are honeymooning in the Dominican
Republic and plan on turning off their smartphones and soaking up the sun.
Thrill Shivani:
Age: 28
Relationship Status: Single
About: Shivani is an adrenaline junkie and travel enthusiast. She is established in
her career and has enough disposable income to treat herself. By the end of every
week, Shivani is itching to get out of the office and go. She loves to go to concerts
and try new restaurants with her friends. She is single and loving her freedom to
go wherever she pleases this summer. Shivani and two friends are planning a
backpacking trip in Morocco. She is excited to experience a new culture and
branch outside her comfort zone.
19

20. Consumer Profiles
Chill Kamara:
Age: 30
Relationship Status: Married
About: Kendra and her husband, Todd, just celebrated their one year wedding
anniversary with another exciting piece of news, they are expecting! Kendra is excited
and nervous to be a mom. This summer they will be pinching pennies in preparation for
the arrival of their baby in the fall. Because money is tight, they are planning to substitute
travel with several relaxing staycations. Kendra plans to enjoy her peace and quiet before
the baby arrives and get lots of sleep. She is looking forward to visits from her mom and
dad, lounging by the pool, and having a weekend-long “Lord of the Rings” marathon.
Thrill Grayson:
Age: 34
Relationship Status: Single
About: As a single dad, Grayson is always on-the-go between work, his son’s soccer
games, and making dinner. He loves his hectic life and swears that he would get bored
without his 9 year old son, Ben. Grayson has big plans for this summer, and cannot wait for
Ben to get out of school. He wants to take advantage of the free time and take Ben on
a road trip to the Grand Canyon. Grayson even just bought a high tech camera for their
trip. He is excited to share pictures of their adventure on Facebook.
20

21. Marketing Objectives
Marketing Objective:
To generate $10 million unit sales during a four month campaign
beginning May 1, 2015 and ending on September 1, 2015.
Strategy:
To increase sales among current and potential consumers through
a multi-touch point summer campaign. The campaign will appeal
especially to Millennials and increase their association of summer with
Coca-Cola Red Can. This association will encourage consumers to
include Coca-Cola on their summer plans.
Rationale:
By encouraging consumers to share their
summer with Coca-Cola, they will begin to
connect their summer experiences to the
brand. Promoting the brand throughout the
summer and creating positive associations will
allow Coca-Cola to stay top-of-mind and at
the top of consumer’s grocery lists.
21

22. Communication Objectives
To drive 1 billion content engagements, views or
shares during a 4 month campaign beginning May 1, 2015
and ending on September 1, 2015.
Strategy
Use a multi-touch campaign that integrates events
and digital content supported by traditional advertising
techniques to engage the Millennial audience.
Social Cue will create a summer transmedia story for
consumers to follow. This story will be pushed out on digital
social platforms to engage the consumers. The transmedia
story will be supported with an App and a Microsite. The
campaign will feature a series of pop-up events in which
participants will leave with cool, shareable content.
Rationale
Research shows that Millennials prefer social media
platforms rather than traditional advertisements. Millennials
will be far more receptive to Coca-Cola Red Can on a
digital level. The digital portion of the transmedia story will
encourage consumers to weigh in and share their summer
experiences with the brand, which will both encourage
consumers to take part in the buzz.
To create 30% increase in consumer associations
between summer and Coca-Cola Red Can during a 4 month
campaign beginning May 1, 2015 and ending on September
1, 2015
Strategy
Social Que will tell a transmedia story will tell
Millenials about the brand and summer. Consumers will be
encouraged to share their summer experiences on social
media and the app. Exclusive summer time packaging will
also be released.
Rationale
Research showed that Coca-Cola Red Can is not
the first beverage that comes to mind when thinking about
summertime. So, telling a story that surrounds Coca-Cola
and summer will increase awareness of the connection.
Consumers will be able to make the associations on a more
personal level when they are encouraged to share their
summer side with the brand.
Objective Objective
22

23. 1. To reach millennials on a national level, while also
focusing on metropolitan areas where a large number of
millennials reside.
2. Accomplish all media objectives within the
proposed online/digital budget of $3,000,000 and a
suggested traditional media budget of $3,500,000.
3. To keep Coke Red Can in the minds of millennials all
summer long using a continuous media schedule from
May 1, 2015 to September 1, 2015.
4. Maximize reach and frequency from May 1, 2015
to September 1, 2015, ultimately generating 1 billion
content engagements, views, or shares.
Media Objectives
23

24. 24

25. Media Summary
TRADITIONAL MEDIA
Traditional advertising will be used to introduce
the campaign, create awareness, and drive our target
audience to engage with the contest. The traditional
mediums we chose to focus on are television, magazine,
radio, and outdoor. These mediums will provide the
proper CPM, circulation, and views that are required for a
successful campaign, while also effectively reaching our
target audience.
For television, we chose TV stations based off of
popular shows among millennials: The Big Bang Theory,
The Walking Dead, American Horror Story, and NCIS.
For radio, we will be purchasing spots on a local scale
depending on where the polar pair tour is in the U.S.
For each stop on the tour, local radio ads will be aired
in that city a week in advance to spread awareness.
For magazine advertisements, we carefully selected
magazines that had around 21% penetration or that were
indexed over 200 for millennials. Purchasing ads in these
magazines will effectively reach our target audience. As
for outdoor advertising, we will purchase billboard space
in metropolitan areas where the polar pair tour is stopping.
DIGITAL MEDIA
Although we are using a heavy amount of traditional
media, the focus of our campaign is completely digital.
The entire campaign will revolve around the microsite and
mobile app. These digital interfaces are collecting data on
the nationwide contest and encouraging people to share
their #chillorthrill summers. The app/microsite is ultimately
where we will accomplish 1 billion content engagements,
views, or shares. We will also be bringing in a transmedia
element into the picture, telling stories of the polar pair as
they venture across the country. We will gradually release the
complete story overtime, keeping participants engaged. To
remind people to keep up with the bears and stay active in
the campaign, we will also be using targeted banner ads for
remarketing.
CONTEST
The entire campaign budget is dedicated to a contest
that will engage our target audience in a way that we hope
will grow the campaign exponentially. The contest challenges
participants to #chillorthrill and share their side of summer
via social media and word of mouth. We are confident that
with the proper execution, this campaign will go viral among
millennials.
25

26. 26

27. Creative Brief
Client Name: Coca-Cola Red Can
Key Fact: Summer is a time for people to escape their
normal lives, whether that means speeding up or slowing
down. From relaxing by the pool to going white water
rafting, Millennials have a summer story that they want to
share.
Problem: People do not associate Coca-Cola Red Can with
their summer story.
Objective: To drive 1 billion content engagements, views or
shares during a four month campaign beginning May 1, 2015
and ending on September 1, 2015.
Target Market: Millennials ages 18 to 34 identify with two
summer mindsets: 1) rest and relaxation and 2) adventure
and excitement. The group that prioritizes relaxation
prefers to spend their time unwinding from the stresses that
occur during the rest of the year. The group that prioritizes
excitement prefers to use their summer free time to explore
and engage in new enterprises and experiences. The
primary influencer that helps define which ‘side of the line’
millennials fall on is their life stage.
Insight:
Emma: “I’m the kind of person that’s worn down by the
time summer rolls around. From work to my family, I have
a lot on my plate. So, for me summer means a chance to
take a breather and slow down a bit. I love to go to my
cousin’s lake house and just lay out with a good book. All of
my family comes along and we cook great food and relax.
When I can’t get away for the weekend, I love just having
my friends over for a movie night.”
James: “I can’t wait for this summer. My friends and I made
a bucket list of all the places we want to visit and things
we want to do. I am most excited to roadtrip to the Grand
Canyon and try the new Vietnamese restaurant in town. I
feel like this summer is going to be epic, and I am excited
to try out my Go Pro. My Facebook friends are going to
be blown away when they see a video of me white water
rafting.”
Promise: Coca-Cola Red Can will be with you through your
entire summer, whether you decide to relax or adventure.
Support: As a globally responsible brand, Coca-Cola wants
to make the world a better place and help you do the
same.No matter what you want this summer, Coca-Cola will
be there with you
Mandatories: #hashtag, logo, microsite, smartphone app 27

28. Creative Concept
The Chillers• Chillers want to kick back and relax
this summer
• Many of the Chillers lead hectic lives
during the year, so they are more
than ready to take a break
Summary
Every summer, people soak up the sun, take
a break from their everyday lives, and do the
things they have been waiting all winter to do.
When it comes to summer activities, people
have very different interests. Our research
shows that people tend to be split into two
polar opposite mindsets:
28

29. Creative Concept
The Thrillers• Thrillers are adrenaline junkies looking to explore
new and exciting place
• The Thrillers want to take advantage of the
beautiful weather and move away from their
normal routines
29

30. Chillers and Thrillers will follow the Polar Summer and engage with their summer story by:
• Following the transmedia adventures of Chill and Thrill
• Downloading the App and voting for their side of summer, polarizing themselves, sharing content, and
locating fun summer activities
• Going on the Microsite and voting and checking out where Chill and Thrill will go next
• Sharing their own summer experiences on social media, with the exclusive hashtag
• Taking Polar Summer Buzzfeed quizzes
• Listening to Polar Summer Spotify playlists
• Attending a Polar Summer Experiential Event
• To stay relevant to the Chillers and the Thrillers, the
transmedia story of Chill and Thrill, the members of the
Polar Pair, will transpire throughout the campaign
Creative Concept
30

31. 31

32. Creative Executions
The Polar Pair
Chill ThrillThe Polar Pair, Chill and Thrill, are taking a break from the bitter North
Pole and vacationing in the USA this summer. They cannot wait to soak
up the sun and take a break from their hectic everyday lives. Though
they are best friends, the two have very different personalities and
represent two unique summer mindsets.
Chill enjoys the slower side of summer and is looking forward to
relaxing. His demanding schedule in the North Pole prevents him from
enjoying the simplicities of life. This summer will allow Chill to spend
quality time with Thrill while reconnecting with friends and family. A
stranger to the warmth and sunshine, Chill is looking forward to getting
some sun and drinking plenty of cold Coca-Colas by the pool...and
beach...and lake.
Looking to make the most of his time off this summer, Thrill’s
adventurous spirit calls him to experience new things. The summertime
brings fewer responsibilities than the rest of the year, and Thrill is hoping
to take full advantage by travelling as much as possible. He is stoked
to explore the States with his old friend and make some new ones
along the way. Thrill has already planned adventures like white water
rafting down the Grand Canyon, surfing in Malibu, and sightseeing in
New York City.
As the Polar Pair explore the country, they are looking for
suggestions to keep them busy all summer long. Are you a Chiller
or a Thriller? Tell Chill or Thrill how you plan to make the most of your
summer. Follow the Polar Pair across the country on the app and join
them on their journey.
32

33. Digital
Webisodes
Incorporated in the microsite and mobile
app will be the story of the polar pair
vacationing away from the North Pole for
the summer. For every 1,000 points the chill
or thrill side earns, a new digital video
will be released revealing where the
polar pair is on their journey.
Cost: $1,869,000
33

34. Digital
Polar Summer Online Post Cards
Additional transmedia content will be released in
the form of digital postcards on the microsite. As the Polar
Pair travels the country and consumers engage with the
campaign, Chill and Thrill will send out city-specific postcards
with stories about their time in that place. These will go
hand-in-hand with the webisodes and will also be sharable
via social media sites, further connecting the campaign
and promoting
engagement.
34

35. Digital
35

36. Digital
MicroSite
A microsite is recommended to be built that fully encompasses the Polar Summer campaign. The site is
intended to allow the target audience to engage with the brand and start participating in the nationwide
contest. After entering the site and choosing to Chill or Thrill, people will be encouraged to share on social
media, get involved in events around the U.S. and keep up with the contest live. Ultimately, the microsite is a
hub that manages and encourages engagements, shares, views, and likes.
Total Cost: $100,000
14
36

37. Digital
37

38. Mobile App
Just like the microsite, the mobile app will be developed specifically for
the Polar Summer campaign. The app will allow consumers to keep up with
how many points they are generating for their side. In order to be involved in
the campaign’s contest, participants must download and sign up on the app
to keep track of their points and discover special opportunities to earn more
points. Once the application has been downloaded, the user will create a
username and password that syncs with Twitter, Facebook, Instagram and Vine
accounts. The app can perform the following functions:
1. Vote daily on the Fizzometer, which will be streaming live in Times
Square, measuring the sentiments of the nation
2. Share whether you are chilling or thrilling on the app, which can be
shared to Facebook, Twitter, Instagram, or Vine
3. Use the app to locate a local summer activity, and then checking
in upon arriving at that location using the “Staycation” portion of
the app.
4. Buy a Coca-Cola Red Can branded with the Polar Pair and the use
the QR code listed on the can, which allows Coca-Cola to keep
track of purchases and engagements. The app will be available
throughout the duration of the campaign.
Total Cost: $100,000
38

39. Digital
39

40. Digital
40

41. Digital
41

42. Digital
Times Square Fizzometer
A digital billboard in Times Square will give live updates
of who is thrilling and chilling across the country. Using the
app, users will be able to interact with the billboard in Times
Square. The billboard will feature the hourly updated Fizzometer,
displaying whether the nation is Chilling or Thrilling at the time.
This digitally stimulating billboard advertisement will create buzz
and interest as well as encourage people to download the app
so they can vote daily. The Fizzometer will be displayed in Times
Square from May 2015 through September 1, 2015.
Cost: $100,000
42

43. Digital
Facebook:
A Facebook page for the campaign
separate from the official Coca-Cola
page will be created. This page will
be a reminder for likers to follow the
Polar Pair on their journey and share
Instagram and Twitter posts to the
Facebook page.
Pinterest
Since social media platforms are major
components of the millennial generation, it is vital
to our campaign to create a hashtag. When a
participant posts on Twitter or Instagram with the
hashtag #thrillorchill , the post will automatically
show up on the hashtag page. The use of the
hashtag on these social media sites is a way to be
active with the campaign while earning points for
the Delta sponsored contest. Hastag usage will
encourage millenials to engage with the campaign
while creating buzz.
43

44. Twitter and Instagram:
Since social media platforms are major components
of the millennial generation, a hashtag is vital to our cam-
paign. When a participant posts on Twitter or Instagram with
the hashtag #chillorthrill, the post will automatically show up
on the hashtag page. The use of the hashtag on these social
media sites is a way to be active with the campaign while
earning points for the Delta sponsored contest. Hashtag us-
age will encourage millenials to engage with the campaign
while creating buzz.
Digital
44

45. Digital
Buzzfeed Quiz:
In order to produce an abundant amount of digital
content, Buzzfeed is highly recommended. First, a Buzzfeed quiz
will provide a fun way for people to determine which summer
mindset is their best fit. After the quiz decides if you are a Chiller
or a Thriller, there will be a link to the respective Pinterest page
for suggestions on how to Chill or Thrill. Two separate Buzzfeed
articles for Chillers and for Thrillers will be featured: one article
titled “7 ways to Chill” and one article called “7 ways to Thrill”.
The Buzzfeed content is intended to generate buzz and shares
on social media.
Total Cost: $0
45

46. Digital
46

47. Banner Ads:
Targeted banner advertisements are an important
factor in the campaign because Millennials are internet
fanatics. Targeted banner ads are recommended for
remarketing. Anyone who visits the campaign microsite will
see the remarketed ads. Since the contest’s grand prize is
an all-inclusive trip through Delta Airlines, anyone who visits
Delta’s website will see the remarketing ads as well. The ads
are intended to grab the audience’s attention and remind
them to keep engaging with the microsite. The banner ad
will have two sides to it with an animated flip. The animation
will attract more attention to the ad. The banner ad will be
very straightforward with a click-through to the microsite.
Total Cost: $500,000
Digital
47

48. Spotify
48
Spotify Playlists:
It’s no surprise that millennials are all
about Spotify, so to speak to their love of music,
Spotify playlists will be created that embody
the polar summer. There will be a “Chill” playlist
that can be played while lounging by the
pool, painting, or strolling down the beach,
and there will be a “Thrill” playlist that will
gets listeners pumped
up for whatever
adventurous activities
they are planning. The
playlists will add to the
abundant amount of
digital content and
encourage millennials to
keep engaging with the
campaign.

49. Outdoor
Because the campaign’s focus is digital media,
only a small portion of the proposed budget is allocated
towards outdoor. One nationwide billboard will be
created to generate buzz and to drive people to the app
and microsite. The billboards will run in the top 10 DMAs,
as well as the cities that the Polar Pair will be visiting
throughout the summer.
Chill and Thrill bus stops will also be placed
throughout the US. The design will split the
bus stop into a chill side and a thrill side so that while
consumers are awaiting their transportation they can
escape to their ideal summer situation. With this creative
approach to out-of-home media, consumers will be able
to engage with The Polar Summer without changing their
daily routine.
Total Cost: $1,895,500
49

50. Print
Magazine
Although it may seem that millennials
can only be reached online, they are actually
more likely than older adults to be in the top
40% of magazine readers. Because of this, ads
will be plced in nine magazines that Millennials
frequently read: Cosmopolitan, Maxim, ESPN,
Seventeen, Vibe, Rolling Stone, Sports Illustrated,
Entertainment Weekly and Vogue. By utilizing the
recommended magazines, the target audience
will effectively be reached and engaged in the
campaign. The full-page, full-color print ad will
run in Cosmo, Maxim, Vibe and Rolling Stone
during the months of May 2015 and July 2015. It
will also run in ESPN, Seventeen, Sports Illustrated
and Entertainment Weekly during the months of
June 2015 and August 2015. Total number of ads:
16.
Total Cost: $2,823,070
50

51. Package Design
The Polar Summer Chill
and Thrill Cans
51

52. Television
TV Ad:
Cable television is recommended to effectively reach millennials because the vast majority regularly tunes
in to traditional TV for 2.5 to 2.7 hours per day. The Polar Summer Campaign will begin with a heavy emphasis on
traditional media to generate awareness. The suggested cable TV stations (ABC, CBS, NBC, FX, FOX, AMC) will
successfully introduce the campaign to Millennials and get them to start engaging. The 30 second spot will run on
these stations from the months of May 2015 through September 1, 2015, a total of 40 spots.
Total Cost: $14,000,000
Beach Party TV Spot Polar Pair Party TV Spot
52

53. Millennials are more likely to listen to the radio than
older adults. Therefore, radio advertising is recommended
to reach the target audience on a local scale. For each city
that the polar pair visits, a local radio ad will be released
informing them about the event. The radio ads will feature
Chill and Thrill discussing their next stop on the tour. Listeners
will hear the famous Coca-Cola jingle and be asked to
visit the microsite for more information. The recommended
advertisements will attract our target audience to the events
and encourage them to get involved in the contest. The
radio ads will run from May 2015 through August 2015, a total
of 1,620 spots. The list of cities can be found in the media
expenditures on page _____,
Total Cost: $170,370
Radio Spot 1:
Thrill: Chill Chill come on get your stuff were going to hit traffic
Chill: Ok dude calm down I was just trying to relax by the pool before our
next big beach party. Where are we even headed this time?
Thrill: Have you not even checked your Polar Pair Route? Were going
to Santa Monica (or enter location) for a beach party featuring (guest
celebrity)
Chill: Ok man let me get my bucket hat and towel
Voice Over: Going to be in the area this weekend? Join the Coca Cola
Polar Pair for a pop up beach party at the Santa Monica pier where
there will be a chance to enjoy your chill or thrill summer. For more
information check out www.cocacola.com.
Coke Jingle
Radio Spot 2:
Thrill: Chill Chill come on get your stuff were going to hit traffic
Chill: Ok dude calm down I was just trying to relax by the pool before our
next big beach party. Where are we even headed this time?
Thrill: Have you not even checked your Polar Pair Route? Were going
to Santa Monica (or enter location) for a beach party featuring (guest
celebrity)
Chill: Ok man let me get my bucket hat and towel
Voice Over: Going to be in the area this weekend? Join the Coca Cola
Polar Pair for a pop up beach party at the Santa Monica pier where
there will be a chance to enjoy your chill or thrill summer. For more
information check out www.cocacola.com . Coke Jingle
Radio Spot 3:
Voice over: Don’t have any plans for this summer? Well today is your
lucky day. Go to www.cocacola.com to find out where this summer’s
Polar Pair is throwing a pop up beach party near you. Join Chill and Thrill
on adventures or relaxing trips you’ve never experienced before. Relax
by the ocean or slide down the waterslides with Chill and Thrill and enter
in to win a trip to relax or be adventurous! Coke Jingle
Radio Spots
53

54. In order to encourage consumers to engage with
the summer campaign, a contest will be organized in
conjunction with Delta Airlines. Participants will be able to
download a smartphone application, create an account,
and choose whether they are a Thriller or a Chiller. They
will ultimately attempt to
win by logging into the
app earn points. Points
can be earned by voting
for the Chillers or Thrillers,
posting to social media
with the hashtag, scanning
a #chillorthrill Coke with a
QR code, and checking
into local places per the
app’s geo-suggestion.
By September 1, the 100
Chillers and 100 Thrillers with
the most points allocated
will win the grand prize: an
all-inclusive trip through
Delta Airlines with a plus
one. Chillers and Thrillers will
head to Hawaii for a week
of adventure or relaxation.
Contest: Chill or Thrill
54

55. One of the major features of our campaign will center
around the Polar Pair as they travel across the country. They
will be bringing people visions of their ideal summer. The semi
truck will be a virtual experience that allows participants
to take a break from their everyday lives and experience
their summer aspirations. The truck will contain three
compartments, allowing three participants to experience
their summer fantasy. Each participant will be prompted
to answer a few questions, determining if he or she is a
chiller or thriller upon entering the room. After receiving the
information, an algorithm will compute a 360 image that
will transport the participant to an appropriate location.
For example, a Thriller may be able to see themselves
ziplining in the rainforests of Costa Rica, or a Chiller may see
themselves relaxing by the ocean in a lounge chair. The room
will also allow for sound effects and other 4D components,
such as a water mist or moving platform, to make the
projected experience as realistic as possible. At the end
of the simulation, the participant can access their virtual
experience through the app, and a shareable video will
allow the participant to share their unique projection and the
hashtag on social media. The participant will exit the truck
and receive a complimentary Coke and branded swag.
Total Cost: $6,000,000
Destination Chill or Thrill
55

56. Whether a Chiller or Thriller, the Chill or Thrill Beach Bash will
celebrate summer. These beach parties will take place in
eight beach cities around the United States including:
Activities for Chillers will feature:
• Recharging zones
• Gaming areas
• Bocce ball
• Corn hole
Activities for Thrillers will feature:
• Surf lessons
• Beach volleyball
• Water obstacle course
• Epic water slide
The Destination Chill or Thrill truck will also make pit
stops to these parties. Each party will close with an artist
influential to that area. These concerts are sure to draw our
target demographic and will encourage all participants to
connect with Coke through music.
Total Cost: 6,000,000
The Polar Pair and WWF
The Polar Pair will also encourage participants to
recycle their Coke cans and dispose of all trash, and
promote their partnership with the World Wildlife Fund.
Partiers will be invited to become actively engaged in
the campaign by using the hashtag when posting pictures
or videos. Additionally, participants can use the Snapchat
app to add their Snapchats to a The Polar Summer
Snapchat story that will be shared with other users across
the world.
Beach Bash
• Miami
• Charleston
• Virginia Beach
• Long Island
• Santa Monica
• San Francisco
• San Diego
• Destin
Chill or Thrill Beach Bash
56

57. Public Relations
Internal Public Relations:
It is vital that all Coca-Cola employees are
well educated about all advertising, branding, and
merchandising of the summer campaign in order to be
able to create excitement. Each employee will receive
a promotional package detailing the campaign and
explaining the two mindsets of summer. The package
will contain branded materials, copies of the print
advertisements, blog posts, and the background history of
the Polar Pair.
External Public Relations:
For both the virtual experience and the Chill or Thrill
Beach Bashes, local newspapers, TV and radio stations will
be informed of the Coca-Cola campaign coming to their
city. Press releases will be distributed to each of the cities
on the planned routes detailing the events. News coverage
will increase hype and attract individuals in the target
demographic to participate in the campaign. This earned
media will spread awareness of the campaign without
having to spend extra money in media buying.
Partnerships:
Because of Delta’s ongoing partnership with Coca-
Cola, Delta will be an important partner in The Polar Summer
Campaign. Promotional material detailing information about
the contest, its rules and its regulations will be featured in
all Delta airplanes through the duration of the summer.
Delta will fly the winners of the contest to a specific location
chosen to cater to each group’s interests. The Chillers will be
treated to a relaxing vacation, while the Thrillers will be taken
on the adventure of a lifetime.
The World Wildlife Fund will also partner with Coke
in this summer campaign. The Polar Pair will be the main
proponent of this partnership, encouraging wildlife and
environmental protection. “Bear Hug” vending machines
and Coke branded recycling spots will be distributed
throughout the nation to raise awareness and funds for the
WWF.
57

58. Promotional Materials
Coke branded swag designed for Millenials will be distributed at all events throughout the summer. Promotional materials
will include: koozies, sunglasses, beachballs, volleyballs, beach towels, beach bags, and t-shirts. All materials will be branded
with the Polar Pair and the campaign hashtag, #chillorthrill.
58

59. Guerilla Marketing
Guerilla marketing tactics will be used throughout
the campaign to spread awareness and create buzz. The
first will be a vending machine designed to look like one
of the Polar Pair. In order to receive a Coke, the consumer
must give the machine a “bear hug.”
These vending machines will be created in
conjunction with the WWF so that the dollar that would
have been spent on the Coke will in turn be donated to
save the polar bears.
Total Cost: $1,000,000
59

60. Evaluation
Virtual Experience
The number of promotional objects passed out at
the event will be an indicator of the number of people
who engaged/attended the event. The bars will keep a
head count of the number of individuals that attend the
event and join the line to view the experience and cross-
reference those two figures.
We plan to let people know about the event coming
to their town through social media and by notification
through the integrated mobile app.
Beach Party
Since invitations are given out via app, we will see
how many people RSVP via the app. We will keep track of
the amount of people that participate in all of the beach
activities by the amount of people that sign waivers as well
as the count of wristbands that are passed out to each
Chiller/Thriller.
We will also use social media to see how many
people are engaging with our party via an extended
hashtag for the party specifically. Views and screenshots
on our sponsored snapchat posts will be counted as well as
part of our engagements.
Contest with DELTA
On the back end of the app, keep a running meter
of how many recorded activities total consumers have
engaged in to try to win the contest and keep track of
an average amount per registered participant along
with running count of how many times the app was
downloaded.
Traditional
The campaign will start with TV ads promoting the
event. The engagements there will be determined by
reach and frequency. The commercial spots will be aired
on Broadcast networks along with other targeted channels
like MTV, E!, Bravo, Esquire, etc.
PR Buzz
One of our main goals is to market content. We will
amp up our social media and writing teams for featured
content on media outlets twitter, facebook, snapchat,
tumblr. We will reach out to creators of Buzzfeed to create
a trending article sponsored by Coke Red Can; local news
stations/newspapers/etc. will receive press releases about
the events Coke Red Can will be bringing to them.
60

61. Future Recommendations
In an effort to increase Coke Red Can’s association with summer, it is important to provide a
consistent, notable, and interactive summer campaign every year. The focus should be on creating a
campaign that will make people want to share their experience at events and with the trademarked can
on social media.
As for this specific campaign, Social Cue recommends more content marketing through social
media platforms and microsites. It is imperative that Coke stays with consumers through their unique
summer experience. The Polar Summer concept is adaptable to upcoming seasons and current events.
For example, the 2016 presidential election is an opportunity to emphasize the rivalry that exists in political
campaigns through the juxtaposition of the Polar Pair. It is also recommended that the campaign be
presented in a less controversial way than the election, but still parallels the divide that is present in the
United States during election season.
61

62. 62
Appendix A

63. 63
Appendix B

64. 64
Appendix B

65. 65
Appendix C
Media
Expenditures

66. 66
Appendix C

67. 67
Appendix C

68. Media
Television
Magazine Cosmo,
Maxim,
Vibe,
Rollingstone
ESPN,
Seventeen,
Sports
Illustrated,
EW
Radio
Outdoor
Guerilla
Digital
Instagram
Twitter
Spotify
Facebook
Buzzfeed
Banner
Space
Youtube
Webisodes
Times
Square
Mobile
App
Microsite
Monthly
totals TV
Magazine
Radio
Outdoor
Guerilla
Digital
Monthly
total
Consumer
Generated
545,795.00$
3,500,000.00$
3,500,000.00$
865,740.00$
545,795.00$
865,740.00$
3,500,000.00$
3,500,000.00$
42,592.50$
42,592.50$
42,592.50$
42,592.50$
140,625.00$
140,625.00$
140,625.00$
140,625.00$
3,000,000.00$
3,000,000.00$
3,000,000.00$
3,000,000.00$
7,979,012.50$
8,298,957.50$
7,979,012.50$
8,298,957.50$
750,000.00$
750,000.00$
750,000.00$
750,000.00$
Media
Flowchart
May June July August
68
Appendix D

69. Alabama-Birmingham, Montgomery, Mobile
Tuscaloosa; Arizona-Phoenix, Tucson, Scottsdale;
Arkansas-Little Rock, Fayetteville;
California-LA, San Fran, San Diego, Sacrament;
Connecticut-Hartford;
Delaware-Wilmington;
Florida-Jacksonville, Miami, Tallahassee, Orlando, St.
Petersburg;
Georgia-Atlanta, Augusta, Savannah,
Athens, Macon; Idaho-Boise;
Illinois-Chicago, Springfield;
Indiana-Indianapolis;
Iowa-Des Moines, Cedar Rapids;
Kansas-Wichita, Kansas City, Topeka;
Kentucky-Lexington, Louisville;
Louisiana-New Orleans, Baton Rouge,
Shreveport;
Maine-Portland;
Maryland-Baltimore;
Massachusetts-Boston, Cambridge;
Michigan-Detroit, Ann Arbor, Grand Rapids;
Minnesota-Minneapolis;
Mississippi-Jackson, Biloxi, Oxford;
Missouri-Kansas City, St. Louis, Springfield;
Montana-Billings, Crested Bute;
Nebraska-Omaha, Lincoln;
Nevada-Las Vegas, Reno;
New Hampshire-Manchester;
New Jersey -Jersey City;
New Mexico-Albuquerque, Santa Fe;
New York-Manhattan, Brooklyn, Rochester, Buffalo,
Coney Island;
North Carolina-Raleigh, Charlotte, Greensboro,
Asheville;
North Dakota-Fargo;
Ohio-Columbus, Cincinnati, Cleveland;
Oklahoma-OKC, Tulsa;
Oregon-Portland, Salem;
Pennsylvania-Philly, Pittsburgh;
Rhode Island-Providence;
South Carolina-Columbia, Charleston, Greenville,
Hilton Head;
South Dakota-Sioux Falls;
Tennessee-Memphis, Nashville, Knoxville;
Texas-Houston, Dallas, San Antonio, Austin, Fort
Worth, Galveston;
Utah-Salt Lake City;
Vermont-Burlington;
Virginia-Virginia Beach,
Richmond, Roanoke,
Charlottesville;
Washington-Seattle,
Spokane; Washington,
DC;
West Virginia-
Morgantown;
Wisconsin-Milwaukee,
Madison;
Wyoming-Cheyenne
Where Our Bus Will Visit:
69
Appendix E

70. FOR
IMMEDIATE
RELEASE:
Coca-­‐Cola
Beach
Blowout
Celebrates
Summer
Millennials
express
their
personalities
at
summer
beach
party
MIAMI
–
June
8,
2015
–
As
part
of
their
summer
campaign,
Coca-­‐Cola
will
host
a
beach
party
on
Miami
Beach
June
12
featuring
live
music,
an
IMAX
experience,
and
beach
games.
This
event
is
one
of
eight
parties
to
be
held
across
the
country
as
part
of
Coca
Cola’s
#chillorthrill
campaign.
Consumers
are
encouraged
to
engage
with
the
campaign
by
participating
in
summer
activities,
sharing
with
their
friends,
and
earning
points
on
the
campaign’s
smartphone
application.
Participants
who
have
earned
enough
points
will
be
invited
via
the
application
to
attend
a
beach
party
nearest
them.
The
campaign
focuses
on
two
types
of
mindsets
people
embody
during
the
summer:
Chill
and
Thrill.
Chillers
enjoy
taking
a
break
from
the
hectic
day-­‐to-­‐day
life
and
use
summer’s
extra
time
to
spend
reconnecting
and
rejuvenating.
Thrillers
view
the
summer
as
a
time
for
adventure
and
an
opportunity
to
discover
new
experiences.
The
event
will
cater
to
both
mindsets,
providing
activities
for
Chillers
and
Thrillers.
Chillers
can
relax
on
lounge
chairs,
while
enjoying
an
ice
cold
Coca
Cola
from
the
bar,
while
Thrillers
can
play
beach
volleyball
or
learn
to
surf
from
a
professional.
Additionally,
an
IMAX
truck
that
allows
participants
to
select
a
virtual
Chill
or
Thrill
experience
and
share
the
video
with
friends
on
social
media
using
the
hashtag
#chillorthrill
will
be
there.
Enrique
Iglesias
will
also
perform
a
summer
concert
at
dusk
to
close
the
event.
Encouraging
the
partygoers
to
be
environmentally
friendly,
the
Polar
Pair
and
WWF
will
attend
the
event
and
direct
people
to
recycle
cans
and
dispose
of
trash.
Coca
Cola
is
confident
that
this
summer
beach
party
will
allow
millennials
to
interact
with
the
brand
and
facilitate
opportunities
to
share
in
the
pleasures
of
summer.
To
learn
more,
please
download
the
application
to
your
smartphone
or
visit
the
#chillorthrill
website.
#
#
#
Media
Contact
Leah
Foster,
APR
Social
Que
for
Coca
Cola
Office
(706)
699-­‐1816
Cell
(706)
696-­‐4610
lfoster@socialque.com
70
Appendix F
Press Release

71. Chill Tiers Thrill Tiers Points Reward
Chill Thrill 20-100 points Free Coca- Cola Red
Can
Tranquil Electrified 100 and up Discounted tickets/
admission to
activities listed in the
“Staycation”” portion
of the App
Relaxed Adrenaline Junkies Awarded to the
top 100 Chiller or
Thrillers who have
accumulated the
most points during the
campaign
Chill or Thrill Ride
71
Appendix G
Contest Levels