Coca-cola Promo, Case study US OPEN FERRY by Mediavest New York

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Industry Soft Drinks
Media Promo & PR, Case study
Market United States
Agency Mediavest New York
Released August 2009

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: COCA-COLA
Product/Service: POWERADE ZERO
Date of First Appearance: Aug 31 2009 12:00AM
Entrant Company: MEDIAVEST, New York, USA
Connections Director: Jason Trubowitz (MediaVest)
Connections Associate Director: Julie Schiro (MediaVest)
Connections Manager: Brad Stoner (MediaVest)
Connections Manager: Jaimelyn Mohr (MediaVest)
Connections Associate: Lauren Dieck (MediaVest)
Brand Manager: Emily O'Brien (Glacéau/Coca-Cola)
Media & Interactive Manager: Peggy Loos (Coca-Cola)
Local Communications Manager: Sharon Waters (Coca-Cola)
Account Director: Kristen Rumble (Ammirati)
Account Director: Daniel Mize (Ammirati)
Connections Associate: Sheryl Carrozza (MediaVest)
Connections Associate: Stacy Kim (MediaVest)
Media placement: Wrapped Ferry - NYC Water Taxis - August 31, 2009

Results and Effectiveness
PoweradeZero was able to end 31 years of transportation nightmares for 4,785 consumers. We shortened their commute by an average of 23 minutes, giving them a short-cut advantage competitive tennis fans love. The ferry was completely booked during key match-ups. Even fans who didn’t take advantage of the cruise were talking—over 600,000 consumers engaged with twittering and blogging. And, the 64 media outlets featuring the story stretched our media exposure further than the $215m budget could do alone.

Creative Execution
We chartered large ferries and mapped an unprecedented waterway route that, for the first time, took fans on an express cruise sailing from Manhattan to the doorstep of the US Open. The route, from 35th street in Manhattan (a central location) to Flushing was created specifically for PoweradeZero. The summer air, beautiful views, and short trip were a celebrated alternative to the hot, stuffy subway rides. We wrapped the ferries with Venus Williams’ image and PoweradeZero branding. We served passengers PoweradeZero samples to fully integrate the brand. PoweradeZero introduced its rescue plan in advance of the US Open, during the height of commuting-dread. Ticketholders were urged in newspaper, on radio, and online to sign-up online for a seat aboard the ferry. The branded ferry was a Trojan Horse, allowing Coca-Cola’s PoweradeZero to enjoy an integral part of the US Open experience, despite being banned from the actual premises.

Insights, Strategy & the Idea
PoweradeZero, a Coca-Cola owned sports drink, was poised for victory with all-star tennis champion Venus Williams as their new spokesperson. Unfortunately, the US’s marquee tennis event, The US Open, is held in Pepsi territory. With Pepsi owning in-stadium pouring rights, any Coca-Cola owned product is blocked out. PoweradeZero needed to find a stealthy way to integrate into the US Open experience and capitalise on their spokesperson without actually being on the grounds. The US Open is held in Flushing Meadows, a neighbourhood far outside of New York’s city-centre and accessible only by a hot, hour-long crammed subway ride, or by car with limited and inconvenient parking. For New Yorkers, shared anxiety and dread over the trek to the US Open is felt weeks in advance of the late August event. Our strategy was to be the saviour—giving tennis lovers relief to their commuting woes.