Shopper Marketing - August 2018 - 46

46 SO-LO-MO CENTRAL

SHOPPER MARKETING AUGUST 2018

LOCAL
Eye-tracking company Tobii Technology, Falls Church, Virginia, has
launched a Tobii Pro VR analytical tool that gives retailers the ability to run
eye-tracking studies in 3-D, virtual environments. Retailers can test the effectiveness of a location's layout and design by having subjects walk that
space virtually with Tobii Pro VR Analytics. It will automatically measure
what a user sees in the simulation and his interactions. Brands
can test product packages or virtual store shelves. The tool
Eyecan be used for training retail staff, too.
tracking
and VR.

Uber drone

delivery.
During an Uber conference in May, new CEO Dara Khosrowshahi talked
up plans for Uber Elevate, the non-ride sector of the company that
includes a test of drones delivering food to a consumer's home. Khosrowshahi announced at the Uber Elevate Summit that drone delivery will be tested
in San Diego as part of a larger goal to get food delivered to homes in 30 minutes
or less, either by drone or person. In 2014, Uber launched Uber Eats to use its drivers to deliver meals from restaurants. Uber is one of a few companies that the U.S.
Transportation Department anointed to test commercial drone use, and Uber is also
expecting to launch commercial flights as soon as 2020 under the uberAIR name.

SO-LO-MO SPOTLIGHT

Coca-Cola Leverages Country Music,
Drives Traffic to Walmart
By Dan Ochwat

AtlAntA - Country music fans are 125% more
likely to visit a Walmart store (to the tune of 15
times a month or more) compared to the rest of the
general population, per the GfK MRI "Survey of the
American Consumer." With that insight, for the last
three years Coca-Cola Co. has successfully tapped
the twang and star power of country music artists
to engage with its consumers over social media and
drive them to Walmart.
Early in 2018, the campaign tied into the relaunch of Diet Coke using artist Lauren Alaina to
provide short posts on Instagram, Facebook and
Twitter. "In her own words, she encouraged fans to
try the new Diet Coke flavors and to pick them up
at Walmart," says Coca-Cola's Amanda Whitaker, director of shopper marketing, Walmart team.
The campaign included posts of native stories and
social shares from popular country music websites,
as well as exclusive content featuring Alaina on the
Diet Coke product page at Walmart.com. "For the Diet
Coke relaunch, because the sleek new packaging is so
important to see and because our Millennial target is so
active on social media, the approach was to create short,
snackable pieces of content with Lauren being herself,
goofing off with the new cans, trying all the flavors and
having fun," Whitaker says.
Alaina continued to play a big role in the Coca-Cola
at Walmart summer campaign, according to Whitaker.
Coca-Cola and its agency, Springdale, Arkansas-based
Saatchi & Saatchi X, teamed with Taillight, Nashville,
Tennessee, on the social content. Taillight is especially
plugged into the country music scene, securing the
talent for the campaigns, using its data to recommend
artists that best fit a program, producing and managing
the social content.

In 2016, Taillight recommended Coca-Cola work with
Kelsea Ballerini on a video that could only be viewed
when scanned by a mobile phone from an in-store display. A 2017 effort featured Alaina and a tie-in with
Dasani water, granting fans a behind-the-scenes look at
her music video and an intimate look at her workout routine. During football season that year, artist Jake Owens
shared stories for Coca-Cola, Coke Zero and Powerade,
and there have been other social programs.
Over the three years, Taillight has leveraged social
tech like Boomerangs on Instagram and Instagram Stories, as well as Snapchat content. Since 2016, Coca-Cola
has registered more than 122 million impressions and
153,000 engagements through the campaigns.
For Coca-Cola, the social campaigns make a difference
getting a shopper base (18 to 24 year olds) into Walmart
to try new products. "Millennials don't feel Walmart is
the best place to try new products," Whittaker points
out. "By partnering with country artists, and specifically
Lauren Alaina, we have a fan demographic that so closely
aligns with the Millennial Walmart shopper."

Whittaker says the country artist partnerships "are
so important" to the Coca-Cola brand and its work
with Walmart. "Artists help us make an emotional connection and country fans are brand loyal," she says.
"Through artists, we can speak directly to our key shopper, drive traffic to Walmart, and inspire trial of the new
flavor-filled lineup of Diet Coke."


http://www.Walmart.com

Table of Contents for the Digital Edition of Shopper Marketing - August 2018

Contents
Shopper Marketing - August 2018 - Intro
Shopper Marketing - August 2018 - 1
Shopper Marketing - August 2018 - 2
Shopper Marketing - August 2018 - Contents
Shopper Marketing - August 2018 - 4
Shopper Marketing - August 2018 - 5
Shopper Marketing - August 2018 - 6
Shopper Marketing - August 2018 - 7
Shopper Marketing - August 2018 - 8
Shopper Marketing - August 2018 - 9
Shopper Marketing - August 2018 - 10
Shopper Marketing - August 2018 - 11
Shopper Marketing - August 2018 - 12
Shopper Marketing - August 2018 - 13
Shopper Marketing - August 2018 - 14
Shopper Marketing - August 2018 - 15
Shopper Marketing - August 2018 - 16
Shopper Marketing - August 2018 - 17
Shopper Marketing - August 2018 - 18
Shopper Marketing - August 2018 - 19
Shopper Marketing - August 2018 - 20
Shopper Marketing - August 2018 - 21
Shopper Marketing - August 2018 - 22
Shopper Marketing - August 2018 - 23
Shopper Marketing - August 2018 - 24
Shopper Marketing - August 2018 - 25
Shopper Marketing - August 2018 - 26
Shopper Marketing - August 2018 - 27
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Shopper Marketing - August 2018 - 31
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Shopper Marketing - August 2018 - 37
Shopper Marketing - August 2018 - 38
Shopper Marketing - August 2018 - 39
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Shopper Marketing - August 2018 - 43
Shopper Marketing - August 2018 - 44
Shopper Marketing - August 2018 - 45
Shopper Marketing - August 2018 - 46
Shopper Marketing - August 2018 - 47
Shopper Marketing - August 2018 - 48
Shopper Marketing - August 2018 - 49
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Shopper Marketing - August 2018 - 51
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Shopper Marketing - August 2018 - 54
Shopper Marketing - August 2018 - 55
Shopper Marketing - August 2018 - 56
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