Sponsorship ²

Making London 2012 countinside Coca-Cola Enterprises

Ed Knight, CCE, GB PAC8 November 2012

Measuring whether sponsorship measures up"Over the past year Coca-Cola has worked with independent think tank Demos to create a new model of sponsorship evaluation that looks to quantify the social impact of sponsorship activity.“

"It will allow us to see what we do well, where we need to improve and how we can apply this knowledge to our future sponsorship and marketing activity. This is the first time a corporate sponsor has sought to design a tool to rigorously and robustly measure the social impact of their sponsorship activity."

On the line

On the network

On the road

Editorial Planning

Manufacturing = 36%

Office based = 32%

Sales & Engineering = 32%

5,123 employees

3 distinct groups

Chan

nel

Stra

tegy M

easure Results

Tracking Analytics

Based in GB

Reaching employees as we reach consumers

Proposition: Experience London 2012 with CCE

Work at Olympic Venues

Giving every GB based employee the chance toparticipate in a London 2012 Olympic Experience

Live Positively60 Torchbearers Test Events

City CelebrationsParalympic Tickets

Get Involved

Opening ceremony

dress rehearsal

Inspiring Personal BestPaired Ticket

& Single Roadie of the Day

Prizes

Recycling Volunteering

Finding GB’s Future Flames“Coca-Cola, as Presenting Partner of the London 2012 Olympic Torch Relay, is looking for young people who have helped Britain burn brighter in their local community to become a Olympic Torchbearer for London 2012. ”

“Recognise someone truly inspirational by nominating them to be part of this historic event. Someone who has a burning passion; whether that’s excelling at sport, taking an interest in conserving the environment or selflessly supporting projects in the local community.”

Live Positively… CCE’s torchbearers

Promoting to employees: reach & relevance

Reaching all groups;Across all channels;Make it easy;Impossible to miss out;Value of viral – provoke it;Audience creates credibility;

Live Positively Torchbearer Video

@Share2012

Twitter

Chatter

London 2012Blogs

Flickr

• Our social media summer: 1,000 tweets 100 blogs 1,000 photos 772 chatter messages 663 chatter comments

• Response revolution!• New community created…• Celebrating local contributions• New route to Recognition• Positive power of peer to peer

Motivation and momentum to bridge our digital divide and embed new practices

Olympic Flame fever… in writingJuly 13, 2012 at 11:12“Employee: Just been in Weymouth to see Employee, CCE Academy of Excellence athlete, run with the torch. In fact... I actually ran along side her, nearly as good as being a torchbearer myself!!"

June 29, 2012 at 10:18" Employee : Proudest day ever! Employee from the Nottingham team carried the torch in Chesterfield. For those of you that don't know Employee, she has been battling leukaemia for the past 2 years and has only very recently been released from hospital. The crowds were the biggest I have seen yet and it was incredibly emotional for her family, friends, colleagues and even her nurses who were out in force. Such an amazing moment and something I will remember forever!"

July 6, 2012 at 20:19Employee : A spine tingling welcome for the torch in Southend. Torchbearer Employee is overcome with emotion, as a choir of 2,000 children sing a specially written Olympic Torch anthem. The best welcome for the torch so far, not a dry eye on the seafront where an estimated 50,000 people turned out!"

June 20, 2012 at 1511 " Employee : #otr #share2012. I ran with the torch in Ripon yesterday. The weather was beautiful as was the city and it's people. The feelings of positivity and goodwill from the crowds was overwhelming."

Magic of momentum & positive peer pressure June 25, 2012 at 1204" Employee : #otr in Wakefield factory. What a privilege to watch Employee from Peterlee run into Wakefield factory to massive applause and hand the torch to Employee. An honour to watch Employee and hear the amazing work he does in the community."

28 May 2012: 1522Employee : A truly memorable day yesterday as I carried the torch through the streets of Llanon. I feel immensely privileged! The crowd’s enthusiasm was overwhelming."

June 7, 2012 at 11:57Employee : Please keep up the OTR pictures. Each day I get more and more excited and I can't wait to open chatter each morning… It makes me so proud to know that Coca-Cola adds to peoples happiness and when they are talking about the Torch Relay they also include Coca-Cola. "

June 19, 2012 at 0839 Employee : Fantastic experience yesterday running with the Olympic Torch in Loftus!! Thanks for all the support and hard work."

June 17, 2012 at 1353Employee : A truly special experience, the atmosphere was exhilarating, the crowds massive and enthusiastic, cheering everyone... I felt proud and humble to be part of a great group of people who have done and do wonderful things... thank you all... a lifetime memory...and we made Regional TV news...!!"

Did we reach across our three GB audience groups?

Olympic LegaciesAcademy of Excellence

65% of all employees registered

79% ‘on office network’ registered

66% ‘on the road’ registered

50% ‘on the line’ registered

Key Findings – Growth by audience since March 2012: ‘On office network’ growth up +13% ‘On the road’ growth up

+10% ‘On the production line’ growth up +

9%

Yes No No. of Yes No. of NoOn the Line 52% 48% 949 878On the Network 80% 20% 904 220On the Road 67% 33% 1122 546All 66% 34% 3217 1644

66% of all employees registered

67% ‘on the road’ registered

80% ‘on office network’ registered

52% ‘on the line’ registered

How did London 2012 sponsorship make them feel?

Olympic Legacies

Academy of Excellence

4. What's your favourite thing about Olympic Zone (‘OZ’)?5. Has OZ increased your understanding of how Coca-Cola is using London 2012 to accelerate its business plans?6. How does visiting Olympic Zone make you feel about working for Coca-Cola and London 2012?

More than 90% felt proud & inspired, or enjoyed their London 2012 Coca-Cola experience

Did we make London 2012 count for our employees?

"Reminds me just how great our brand and business is, then I go tell all my friends. :-) "

Learning that lasts from London 2012About our communication campaigns: • Local is the only route to relevant;• Community really counts for people;• Social media makes expression easy;• But offering a successful catalyst is

crucial.

About our employee audiences: • Like bringing their home & work together;• Think personal is positive & precious;• Value communications that are true to life;• Benefit from sharing with each other…• Are good at inspiring each other…