Experiential Marketing at Global Scale

Episode Summary

Maria Rodriguez, Global Head of Experiential at Coca-Cola, shares the unique challenges and incredible opportunities of running experiential campaigns at global scale. She discusses how Coca-Cola adapts its experiential strategy for different cultures while maintaining brand consistency, the logistics of simultaneous multi-country activations, and the organizational structures that support global experiential programs. Maria shares case studies from Coca-Cola's World Cup and Olympics activations, revealing how they balance global brand messaging with local cultural relevance. The episode also covers talent management, agency relationships, and budget allocation for global experiential programs.

Key Takeaways

• Global experiential campaigns need a 70/30 split: 70% global consistency, 30% local adaptation
• Cultural insights teams are essential - what's engaging in one market may be offensive in another
• Simultaneous multi-country activations require standardized toolkits with flexible execution guides
• Local agency partnerships are more effective than flying in global teams for regional activations

Timestamps