The prizes of a promotion are usually defined from the company to the consumers, starting from commercial needs or pre-existing agreements and adapting the consumer to what the brand can offer.

This logic does not apply to Millennials, who seek a personalized experience that adds value.

For that reason, Coca-Cola For Me was born as THE FIRST ON DEMAND PROMO, where the benefits, prizes and contents are generated from listening and interpreting the conversations of the millennials in the networks, as well as in the platform.

From tickets to Lollapalooza, to trips to the 2018 World Cup in Russia. Discounts and Benefits. Product and Gifts Everything a millennial needs, wants and asks for is in Coca-Cola For Me.

Data and its interpretation are key in this project. While there is a huge muscle for producing and generating content, the heart of this content is the use of data to determine WHAT COMES NEXT.

If millennials are talking about Maluma, we should detect it, interpret it and translate it into a show in our studios or in a Meet & Greet, almost immediately. If the conversation revolves around "My First Car”, we must quickly activate an action that makes that fantasy come true.

Generated Benefits: +795,000,000.

Permanence in Average Platform: 8:33 Minutes.

Downloads App: +715,000

Total Unique Users: +4,900,000.

Coca-Cola is one of the most popular brands in the world, but as for many others there is a martyrdom that suffers daily: millennials.

A generation focused on the real and sincere value that a brand can offer, beyond any advertising promise. "WHAT'S IN IT FOR ME?" They ask each brand that pretends a like in Social Media or be chosen in a supermarket.

The challenge and the objective of this project was to establish a long-term link with millennials, which directly serves to boost sales in a way that also achieves loyalty.

The success of this Data Driven Strategy is determined by three main factors:

- Optimization, Optimization, Optimization:

We constantly measure the impact of the decisions made regarding benefits and prizes, understanding which ones work best, taking into account all the variables: preferences, age, gender, city of origin, etc. We learn from all the decisions we make, good and bad.

- Integration & Teamwork:

The custom team of data mining, content, production and brand, work in an aligned manner, with an immediate response, which allows activating new benefits (or adjustments in existing ones) as quickly as possible.

User Centric:

The user is always the center of all our efforts. The key metric is your satisfaction. Redemption of Benefits and Positive Sentiment help us measure it constantly.

For more than 130 years, Coca-Cola has been in the business of HAPPINESS. First, with a drink with a lot of sugar, then with a unique style of communication focused on inspiring the best in each of us and today with understanding that it makes happy ... the millennials