Abstract:

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 an important question to all marketers: How ready are we to face the new reality of empowered consumers wielding the power of technology and media to produce unprecedented velocity of brand interactions? Real-time intelligence is essential for this new reality.