Live Positively Clarus

Live PositvelyLive Positvely

ELIGE LO QUE QUIERES CONOCER PRIMERO

Core Creatve IdeaCore Creatve Idea

Living positvely involves having a drive to move Living positvely involves having a drive to move ourselves and others towards creatng the world around ourselves and others towards creatng the world around us a cleaner, more sustainable and happier place. us a cleaner, more sustainable and happier place.

ELIGE LO QUE QUIERES CONOCER PRIMERO

ObjectvesObjectves

To promote the Coca-Cola social responsibility initatves To promote the Coca-Cola social responsibility initatves and to involve people in them through a reward system and to involve people in them through a reward system according to their partcipaton. according to their partcipaton.

ELIGE LO QUE QUIERES CONOCER PRIMERO

StrategyStrategy

Deliver the Coca-Cola corporate responsibility message Deliver the Coca-Cola corporate responsibility message in diferent digital contact spots through entertainment in diferent digital contact spots through entertainment and gaming actvites in which the partcipants can be and gaming actvites in which the partcipants can be rewarded with symbolical and real life prizes. The Live+ rewarded with symbolical and real life prizes. The Live+ digital experience should be ted to other Coca-Cola digital experience should be ted to other Coca-Cola experiences on the web, such as, and naturally, Coca-experiences on the web, such as, and naturally, Coca-Cola FMCola FM. .

The badge system in Coca-Cola FM can interact with the The badge system in Coca-Cola FM can interact with the Live+ actons and therefore contribute to a bigger Live+ actons and therefore contribute to a bigger experience with diferent points of view. experience with diferent points of view.

Creatve RatonaleCreatve Ratonale

While the environment, community and wellbeing of While the environment, community and wellbeing of the world is a topic that concerns all, the level of the world is a topic that concerns all, the level of involvement relies on the closeness of the problem. involvement relies on the closeness of the problem. This means, the more the issue afects my life or close This means, the more the issue afects my life or close community directly, the bigger the emotonal community directly, the bigger the emotonal connecton with the cause. connecton with the cause.

On the other hand, social gaming with rewards involving On the other hand, social gaming with rewards involving real life and online partcipaton has enough real life and online partcipaton has enough engagement potental to communicate a message of this engagement potental to communicate a message of this nature. nature.

facebook

oohsite

ko.fm

SitSitee

viviendopositvamente.com consists of a UWB where viviendopositvamente.com consists of a UWB where the insttutonal content of L+ resides. Local actons, the insttutonal content of L+ resides. Local actons, press releases and specially informaton about each press releases and specially informaton about each pillar of the initatve. pillar of the initatve.

The content buckets can change dynamically with the The content buckets can change dynamically with the current promotons, actons, events, etc. except for the current promotons, actons, events, etc. except for the lower part that conducts to the Social Media site: lower part that conducts to the Social Media site: applicaton, Coke.fm, etc. and the insttutonal info: applicaton, Coke.fm, etc. and the insttutonal info: about us. about us.

FacebookFacebook

The The Facebook app consists of three main actons: Facebook app consists of three main actons: 1. Platorm game with in-game tests that defne the 1. Platorm game with in-game tests that defne the scenario in which the character plays. These tests are scenario in which the character plays. These tests are related to the player's actons and result in a diagnosis on related to the player's actons and result in a diagnosis on how are they helping or afectng their environment.how are they helping or afectng their environment.

2. Merits and Badges according to partcipaton in the 2. Merits and Badges according to partcipaton in the game, in real life actons and personal merits. game, in real life actons and personal merits. Achievements and milestones of scores rewarded with Achievements and milestones of scores rewarded with prizes relatng to music events and support to causes inside prizes relatng to music events and support to causes inside their communites. These incentves are related to the their communites. These incentves are related to the user's geographical entty. user's geographical entty.

3. Calendar with IRL actvites3. Calendar with IRL actvites

FacebookFacebook

Each level within the Platorm Game is related to one of Each level within the Platorm Game is related to one of the Live + statements and this defnes the stage’s theme. the Live + statements and this defnes the stage’s theme. (i. e. WATER: The character is facing a food and has to (i. e. WATER: The character is facing a food and has to clean the water and sewage to save himself)clean the water and sewage to save himself)

There’s a leaderboard including scores between friends There’s a leaderboard including scores between friends and a general score between users.and a general score between users.

Digital Out of HomeDigital Out of Home

In order to reward the atendance to events, to place in In order to reward the atendance to events, to place in these events, digital totems where the atendants can these events, digital totems where the atendants can “log” themselves into the event, together with a picture, “log” themselves into the event, together with a picture, or small statement, that can be posted to their facebook or small statement, that can be posted to their facebook walls and translates into a special “event goer” badge. walls and translates into a special “event goer” badge.

Another scenario is signing up the event as Foursquare Another scenario is signing up the event as Foursquare venue where users can log into through their mobile venue where users can log into through their mobile devices.devices.

The “event goer” badge has a special value and can be The “event goer” badge has a special value and can be transformed into concert passes and points for my transformed into concert passes and points for my community merits community merits

Points for my communityPoints for my community

App users (actve members of Live +) will be able to App users (actve members of Live +) will be able to submit a cause related with a partcular issue within submit a cause related with a partcular issue within their community to a contest, the award being Coca-their community to a contest, the award being Coca-Cola supportng the initatve with resources.Cola supportng the initatve with resources.

This award will be ted to the partcipaton of the This award will be ted to the partcipaton of the community in the system of Live + Badgescommunity in the system of Live + Badges

MailingMailing

TogetherTogether with non-proft organizatons dedicated to with non-proft organizatons dedicated to environmental and social causesenvironmental and social causes (i.e. WWF, UNAM, (i.e. WWF, UNAM, ECOCE, etc.), send Live + communicaton to their mailing ECOCE, etc.), send Live + communicaton to their mailing lists introducing and Coca-Cola initatves and invitng lists introducing and Coca-Cola initatves and invitng people to join and know more about them.people to join and know more about them.