AToMiC Brand Integration

Coca-Cola sings its way to gold with "Coca-Cola Covers." Danone takes silver and Doritos gets bronze.

GOLD: Coca-Cola has teens covered

Coca-Cola needed to reconnect with youth 12 to 19. It needed to make a connection and move the needle on brand love.
To leverage the powerful role that music plays in teen life, Coke partnered with the MuchMusic Video Awards (MMVAs) to create “Coca-Cola Covers,” giving teens a shot at fame. The campaign challenged fame-seekers to videotape their own renditions of popular songs and post them online at Covers.muchmusic.com, while also pushing them out through their own social media feeds. The website was filled with user-generated content and allowed fans to vote on their favourite “Covers.”
After 10 weeks, votes were tallied, deciding the fate of 10 semi-finalists. Over the next five weeks they were challenged to cover new songs and leverage their social media prowess to win more votes and views. Three finalists rose to the top, earning live performances on New.Music.Live and press features, while creating even more original videos.
On June 19, the finalists arrived at the 2011 MMVAs where Danyka Nadeau was given the first Coca-Cola Covers Award.
Covers created a compelling connection with teens, with 1,200 videos uploaded and almost 52 hours of total content created – triple the estimates. The website generated over 330,000 visitors and two million page views. Over two million impressions were delivered across social media platforms.
Key equity indicators increased amongst teens, with brand love scores (“For someone like me”) increasing by +8.1% vs YAG. Also, media impressions reached over six million for the campaign.

Credits:

Client: Coca-Cola Canada

Agency: UM

Senior Media Manager, Integrated Marketing: Karen Lee

Creative Director: Trevor Bozyk

Connection Planning Supervisor: Sam Galanis

Manager, Broadcast Investments: Cheryl Luciani

EVP, managing director:  Shelley Smit

Creative Strategy & Execution Manager, Coca-Cola: Rani Chatoorgoon

Associate Manager, Integrated Marketing Communications, Coca-Cola: Jenn McFarlane

Marketing Director – Coca-Cola: Michael Samoszewski

Director, Brand Partnerships, MuchMusic: Chad Beamish

Coordinator, Brand Partnerships, MuchMusic: Melissa McClelland

Director, Brand Partnerships, MuchMusic: Dave Caporicci

Communications Manager, Coca-Cola: Teresa Pavlin

 

SILVER: Danone ‘coolides’ with Splatalot

When Danone wanted to reach tweens, it saw a connection between its Coolision yogurt and the demo for Splatalot, a show on Corus’s YTV that’s a children’s spin on Wipeout.
Due to kids TV regulations, the advertiser was unable to utilize traditional product placement, so it had to be inventive.
The integration begins in the opening sequence and is carried through in the form of a bumper and the “Best Coolision of the Day,” a look back at the best splats and falls from the episode.
The cool quotient of the show was leveraged through billboards, tune-in spots and a contest for the chance to be a contestant.
Facebook and Twitter updates kept fans engaged, and there was a masthead presence throughout the show site, as well as a Castle Coolision-themed game, a microsite and exclusive videos.
Splatalot was a Top 20 show for the broadcaster and Danone kids volume was up 25% over last year.

Credits:

Client: Danone

Company: Corus Entertainment

Media agency: MPG

Executive Producers: Mark J.W. Bishop, Ted Brunt , Matthew Hornburg

Producer: Julie Dutrisac

Creative Director: Johnny Kalangis

Designer: Allen Martin

Post Production Supervisor: Ajeeth Parkal

Technical Lead: Martin Sieg

Series Producer: Steve Sloan

Supervising Producer: Stephen Turnbull

Media Manager: Elizabeth Brennan

Media Planner: Laura Ritchie

Director of Integration: Robert Armour

Vice Presidents, Original Programming: Vibika Bianchi, Jocelyn Hamilton

Director of Production: Sadia Butt

Online Production Manager: Tracy Christopher

Online Quality Assurance: Andrew Durnford

Director, Client Marketing: Frank Duyvelshoff

Online Creative Director: Noel Ilavsky

Online Project Manager: Odona Jong

Jr. Production Manager: Seema Kapadia

Account Executive: Colleen Kennedy

Project Manager: Ania Krysa

Flash Producer: Calvin Marr

Broadcast Creative Director: James Marshall

Account Executive: Kathy Mauchner

Producer: Alex Molenaar

Director of Interactive: Caitlin O’Donovan

Production Manager: Fay Philavanh

Animator: Noi Sackda

Web Producer: Lianne Stewart

Account Manager: Tania Taylor-Trainor

Copywriter: Adam Wenn

Production Executive, Original Programming: Leah Wolfson


BRONZE: Doritos writes the end

To appeal to its young target, Doritos gave consumers ultimate control of the brand by asking them to choose one of two new flavours: Onion Rings n’ Ketchup or Buffalo Wings n’ Ranch.
A TV spot introduced the flavours during the Super Bowl, but the last 20 seconds was left to be written. Over six weeks, people could visit Writetheend.ca where more than 30,000 endings to the spot were written.
A panel of judges picked the winner out of 14 peer-chosen finalists.  On May 5, the  finished spot and winner were revealed on MuchMusic and MusiquePlus. Mélanie Normandin won $25,000 and + 1% of all future Onion Rings n’ Ketchup sales.

Credits:

Agency: BBDO Toronto

Client: Frito Lay Canada

Client: Andrew Sutherland

Product: Doritos

SVP, Executive Creative Director: Carlos Moreno/Peter Ignazi

Writer/ACD: Ryan Spelliscy

Art Director/ACD: Karen Larmour

Account Team: Tim Welsh, Brent Dunn

Agency Producer: Terry Kavanagh

Production Company:  Somesuch & Co.

Production Co. Producer: Rachel Dargavel

Director: Nick Gordon

Cinematographer: Edu Grau

Editor & Editing House: David Baxter, Panic & Bob

Music: Oli Julian, Soundtree Music

Sound Design: The Eggplant

Post Production/Type Design: Julia Deakin, Crush Inc.

TV & Integrated Entries:

Writer: Melanie Normandin

Website:

3D Illustrator: Steve McArdle

Web Designer: Nick Bujnak

Interactive ACD: Jeff Vermeersch

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