How Coca-Cola Won the World Cup

The World Cup festivities have ended, and Team Germany has taken its victory lap. But the war between soft drink titans Coke and Pepsi is never over. Which was the off-field victor in the 2014 World Cup? There are many different metrics that can define success for marketers. I’ll review some of them in a moment, but let’s first take a look at which soft drink brand won the title of greatest growth among fans of the tournament, according to Affinity Answers data… Coca-Cola’s reach among tournament fans grew at twice the rate of its chief rival Pepsi. Affinity Answers data also shows that Coca-Cola was and is the #1 soft drink among tournament fans

Read More

Social Media “Engagement” is a Means to an End

Social media “engagement” gets you halfway, its what you do next that matters. Over a decade ago, when Social Media was emerging, people made fun of measurement, social media strategy, and any hint of a brand or business trying to monetize social media efforts.  This sounds impossibly crazy today, but it’s true.  The common refrain was “Social…

Read More