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COCA-COLA + INFLUENCER MARKETING
Integrated Marketing Campaign Targeting Teens
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As a Vice President of Marketing for AMC Theatres, I managed the marketing partnership with Coca-Cola, food & beverage marketing, Dine-In Theatres marketing and brand strategy over the course of 10+years from 2009-2019.
✅ High-performing Results
In total, the #cupgrade campaign drove nearly 1 million teens to redeem the $5 Coke and Popcorn offer – surpassing the program goal by 157%.
Impressions & Awareness: The campaign generated more than 250 MM impressions through the following digital tactics:
- 64 Facebook posts
- 64 Instagram posts
- 64 Twitter posts
- 7 Snapchat influencer stories
- 5 mommy and savings blog posts
Digital Tactics: Approximately 1.5 MM people clicked on one of the 207 digital tactics, which accounts for 18% of all redemptions. Of those who downloaded the digital offer to their mobile wallet, nearly 30% redeemed the offer at AMC.
Influencer Outreach: The five Snapchat influencers, who created seven compelling, teen-friendly stories, were responsible for increasing influencer-based redemptions by more than 500% and increased campaign awareness with nearly 40 MM impressions.
Direct Tactics: The number of consumers who redeemed the offer using the Box Office handout or other direct-to-consumer tactics increased by more than 53% when compared to 2016.
Objective
Motivate teens to choose AMC Theatres and take part in the ritual of enjoying a Coke and popcorn while at the movies.
Strategy and Execution
Digital Tactics: In order to drive teens to choose AMC, we implemented awareness campaigns across the following channels:
- Social media content and promoted posts created for Facebook, Twitter and Instagram
- Email, newsletter, push notifications and SMS marketing campaigns targeting teens, parents, past offer redeemers, AMC Stubs Members and advance purchase ticket holders
- Influencer Snapchat content
- Mommy and savings blog posts
- AMC banner ads
- Coca-Cola Freestyle App users
All digital tactics drove consumers to the offer landing page, amc.coke.com, where they entered their birthday information.
Consumers could save the offer to their mobile wallet or camera roll. Consumers who downloaded the pass would receive a push notification when new #cupgrade deals were available, and when they were within a mile of an AMC.
Influencer Outreach: Snapchat influencers were leveraged to provide a direct and authentic line of communication with our core audience. We partnered with five medium- to high-reach influencers, who created approximately ten playful and engaging Snaps of their experiences at AMC and demonstrated how a Coke and popcorn completes the moviegoing experience.
To target moms – who often make purchasing decisions for teens, especially those between 13 and 15 years old – we engaged a network of mommy and savings bloggers to inform parents of the teen-only deal.
Link to Shorty Award write-up: