Program Summary:
Chapter One: This summer, radio talk-show host Glenn Beck regularly mentioned his love of Coke zero. He made a humorous reference to the high level of his love of the brand ... including a tongue-in-cheek death threat if we ever stop offering it ... in a cross-over interview on CNN Headline Prime.
Chapter Two: Coca-Cola decided to join the conversation. We sent him a response in kind and even sent him a supply of Coke zero. Unfortunately, this letter and supply did not first make it to Mr. Beck. The letter and status of the Coke zero became a topic of animated conversation and uncompensated endorsement by Glenn and his radio staff for over five minutes one day.
Chapter Three: At Mr. Beck's request, a legitimate Coke zero spokesperson appeared on the show on a later day. Again, Mr. Beck engaged in an unbelievably positive endorsement of the brand in a light-hearted dialog.
Results (specific):
Based on published advertising rates, the value of our exposure generated a 100:1 ROI vs. the cost of product and shipping.
Results (general):
We have no way to calculate the brand equity value. However, Mr. Beck's comments, tone and audience all reinforced the brand positioning as all the taste of Coke with none of the calories to a young male audience. In addition, he regularly made references and comments that made it clear this was a completely unpaid endorsement.
Credit Information
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Client: Coca-Cola North America
Agency: N/A
Budget: N/A
Date of Campaign: Summer 2006
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