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Volume 24 No. 114
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Coca-Cola's Clark Shares "Five Learnings" At Marketing Symposium

Coca-Cola's Wendy Clark opened the '13 CSE Sports Marketing Symposium by telling attendees that if their marketing ideas cannot be turned into hashtags, that means they are probably too complicated. Clark, Senior VP/Global Sparkling Brand Center, used her featured address to highlight the company’s marketing campaign around the '14 FIFA World Cup, including “Five Learnings” of sponsorship activation. Naturally, each one was turned into a hashtag.

The first point: #AuthenticityRules, which Clark related to the creation of Coke's “The World’s Cup” campaign. The next two lessons were #BeShareworthy and Embrace Your #NewSalesForce. Clark said it is not about the initial audience you reach, but about giving that initial audience “the currency of the conversation to share and pass along.” Clark then played Coca-Cola's anthem for the World Cup, featuring Brazilian singer David Correy and titled “The World Is Ours,” which she said racked up half a million views on YouTube in a matter of days.

Given how quickly information is shared today, Clark said that #SpeedTrumpsPerfection, but added, “You have to be contextually relevant. It doesn’t matter how good your content is if it misses the context.” She cited the company’s “Trophy Tour,” which is using a Twitter handle to share experiences from the Cup’s trek across 89 countries. The last of the “Five Learnings” was #BeAmbitious.

For more from the event, see our On The Ground blog.