Miritec case: Coca-Cola FIFA 2014 promo in Ukraine
Transcript of Miritec case: Coca-Cola FIFA 2014 promo in Ukraine
Miritec was a technical partner and developer of the platform for the national Coca-Cola FIFA 2014 promotion in Ukraine
COCA-COLA FIFA 2014 PROMO IN UKRAINE
COCA-COLA UKRAINE
The history of Coca-Cola counts more than 120 years. In
1992 the company established its office in Ukraine, and
since then it has been a leader on the national market of
beverages. The product range of Coca-Cola Ukraine is
comprised of 12 brands, including those launched for
Ukrainian market exclusively.
The spatial structure of the company consists of its
headquarters in Kyiv and 21 distribution centers.
CHALLENGE
To enhance brand awareness and attraction of loyal
customers, Coca-Cola Ukraine launched Coca-Cola FIFA
2014 promotion. It was scheduled for the World Cup 2014
period. Its mechanics implied registration of UTC
(Under-the-Cap) codes and daily prize drawing among the
participants. To gain bigger involvement, there should
have been various communication channels to register a
code. The other important elements of the mechanics
included establishment of feedback communication and
participants’ notification of the prize drawing results.
The technical part suggested development of a promo
platform that would have realized its mechanics, attracted
maximum number of participants and processed more
than 1 million codes per day during football matches.
TASK
Development of the promo platform has led to a number
of tasks, related to its user-friendliness and practical
implementation of the key aspects. They included
processing of dozens of millions of codes, resistance to
high loads and design, corresponding to a theme of the
World Cup. Users, in their turn, should have been given an
opportunity to register UTC codes in the desktop mode, on
mobile devices and via SMS.
There was also a need for integration with main delivery
providers in Ukraine, Nova Poshta and UkrPoshta, so that
users could follow the route and time of the prize delivery.
SOLUTIONS
By the end of the project, a range of introduced solutions
included:
development of the promo platform and its
implementation by means of Amazon Web Services
cloud;
CUSTOMERCoca-Cola Ukraine
INDUSTRYBeverage
CHALLENGELoyal customers’ number increase due to attraction of the World Cup targeted audience.
BUSINESS BENEFITSMore than 350 thousand people took part in daily prize drawings.
TECHNOLOGIES AND METHODOLOGIESProgramming languages – PHP
Methodology – SCRUM
http://www.miritec.com/en/project/fifa2014
CONTACT US
www.miritec.com
4, Ivan Lepse Boulevard, Kiev, 03680, Ukraine
+380 44 359-05-90
integration with mobile operators;
feedback communication tools – email and SMS
notifications;
antifraud systems;
user-friendly and easy-to-use mobile version;
integration with social networks;
notifications in social networks (pop-up invitations,
announcements and congratulations);
email invitations to participants of previous
Coca-Cola promos.
FUTURE STEPS
integrate the platform with more social networks
(Twitter, Instagram, Pinterest);
develop a native mobile app;
incorporate Collect&Get and Gift Shop mechanics;
enable more European delivery providers.
Miritec was a technical partner and developer of the platform for the national Coca-Cola FIFA 2014 promotion in Ukraine
COCA-COLA FIFA 2014 PROMO IN UKRAINE
BUSINESS BENEFITS
Coca-Cola FIFA 2014 promo turned out to be the most
successful amongst those by the brand in Ukraine.
More than 350 thousand people took part in daily prize
drawings, having registered their UTC codes on the
promo’s website (79%, and 20% of them – across mobile
version) and via SMS (21%).
The promotion gained an incredible viral effect in social
networks, whereas one could notice hundreds of posts,
photos and comments with positive feedback. In social
networks, the number of brand’s followers has increased
by 20%.
“In many ways, the success of this promo depended on technical implementation of its mechanics. Users were to do a
single thing – register a unique code, while the rest was managed by the promo platform. The project team was responsible
for development of its functionality, and it has fulfilled this task 100%. Acknowledgement of the promotion as the most
successful amongst those by the brand in Ukraine is fairly justified.”
Taras Chalayduk, Co-Owner, Miritec
CUSTOMERCoca-Cola Ukraine
INDUSTRYBeverage
CHALLENGELoyal customers’ number increase due to attraction of the World Cup targeted audience.
BUSINESS BENEFITSMore than 350 thousand people took part in daily prize drawings.
TECHNOLOGIES AND METHODOLOGIESProgramming languages – PHP
Methodology – SCRUM
http://www.miritec.com/en/project/fifa2014
CONTACT US
www.miritec.com
4, Ivan Lepse Boulevard, Kiev, 03680, Ukraine
+380 44 359-05-90
TESTIMONIALS
“Coca-Cola promotions’ development is always about
working with standards of the brand. FIFA 2014 project
was not an exception. Mutual approval of deadlines,
technologies and requirements to mechanics –
everything was related to evaluation of both, the project
itself and readiness of the team. Implementation of this
promo was a great experience for me in regard to
management and coordination of all developers’ actions
due pressing deadlines. Fortunately, we created a project
team that turned out to be prepared to such difficulties.”
Anna Begun, Project Manager, Miritec