Hackathons create burst of fresh digital ideas
Coca-Cola Enterprises has hosted a series of hackathons, which are idea creation events aimed at discovering fresh digital concepts. The meetings are an excellent way to improve the ways that we and our retailers reach shoppers.
February, we hosted a major hackathon event with Tragus Group, the owner of the
Cafe Rouge and Strada chains, and students from the University of Westminster.
The event, lasting 48 hours, revolved around creating the latest digital ideas.
Europe, we have also run similar initiatives with other student bodies. In
fact, our Coca-Cola Enterprises team in Belgium just completed a similar
hackathon with Vlerick Business School last month, and our team in Sweden also
successfully ran one with Hyper Island digital students in February this year.
rationale behind running these events is that we can involve the brilliant
ideas of young students, one of the demographics we and our customers are
trying to reach through digital marketing. This is one of the smartest ways to
come up with ideas: to involve the market directly rather than to assume we
will automatically know and address their needs.
is particularly important in a young market, which reaches brands in very
different ways from previous generations.
give us the power of tapping into the digital native, and developing disruptive
ideas. In a typical event, the ideas will be presented by students at the end
of a 48 hour period, with a panel of judges from the companies and University
deciding the best ideas.
They also give the students valuable experience for their CV and an opportunity to work with major brands - as
well as providing us with a chance to introduce our company and job
opportunities to those students.
the Tragus and University of Westminster event, students came up with some very
advanced ideas, including augmented reality and photo sharing into the
restaurant experience. Their ideas encouraged people to visit the restaurants,
have a great experience, and provide loyal business.
Our own hackathons
can also be run within the business. Again, they are intensive 24 to 48 hours
sessions where ideas are hatched, presented and judged.
IT team has run hackathon events internally, and we are trialling new online
ideation and collaboration tools. We found it really helped us to refresh our
ideas and change the way we collaborate. By putting members of our target
audience together with different departments' staff, we can develop really
marketing meetings typically involve a range of voices, including consumer
groups, our agencies and internal marketing staff. Hackathons give us the
opportunity to expand ideas before we have these meetings, and to work on
making the best ideas a reality.
Digital marketing future
Enterprises is very focused on a strong future in digital marketing. Areas such
as mobile and social media are absolutely critical to us. In
mobile, we focus on areas such as location-based marketing, mobile vouchers,
digital promotions at point of sale, CRM and loyalty, as well as augmented
reality. Recent examples of augmented reality include enabling consumers to
access a unique Coca-Cola Placelist from Spotify from our 250ml Coca-Cola cans.
and digital marketing are changing fast. Hackathons give us the opportunity to
bring in new, creative ideas and make the most of the channels we market
through. We intend to stay at the cutting edge of digital marketing by using
the freshest ideas, directly from the audiences we want to engage.