Coca-Cola's real-time intelligence: Becoming the champions on consumer engagement
Cristina Brand, Carla Mayumi, Flavio Marcondes and Gabriel AleixoTalk Inc, Coca-Cola and BrainJuicer
Preface
This paper describes Coca-Cola's Real-Time Intelligence platform, built together with the System 1 Market Research agency BrainJuicer 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...