This paper describes Coca-Cola's Real-Time Intelligence platform, built together with System1 Research and brand consultants Talk Inc.
Through this initiative, Coca-Cola gained access to real-time insights into its consumers' engagement with the brand, to anticipate and quickly act on opportunities, positively impacting Coca-Cola equity.
The platform, initially developed for the World Cup 2014, is now a reality within Coke and perhaps the richest legacy left by the event.
This case proposes an important question to all marketers: How ready are we to face the new reality of empowered consumers wielding the power of technology and media to produce unprecedented velocity of brand interactions? Realtime intelligence is essential for this new reality.
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