In
recent years it is to no surprise that the power brand Coca Cola has chosen to
venture into social media marketing strategies. With much of the population
living online the industry leading soft drink brand hit right on “trending” with
their ongoing Share A Coke campaign. With
the help of social media platforms like Instagram, Facebook, and Twitter and the
free publicity of the “selfie” generation this genius social media marketing
campaign continues to cultivate the world.
Although the campaign has now launched in more than 70 countries
the marketing strategy was created in Australia in 2011. Coke made the decision
to swap out the iconic logo for something much customizable, Names! The Marketing
Director Of Coca Cola Lucie Austin explains the concept, “The campaign capitalized
on the global trend of self-expression and sharing, but in an emotional way.
Coke is big enough to pull off an idea like this, which speaks to the iconic
nature of the brand. Who would want their name on a brand unless it was as
iconic as Coke?" When the campaign launched the idea was to insert 250 of
the most popular names depending on country and spread wildly within the first
few weeks. Australia
saw its Facebook presence grow 870%, and earned 121 million
impressions on the social network. When the campaign hit Great Britain within the first half 2013 there
were a record breaking 330 million impressions on Twitter.
With the growth of the campaign coca cola has continued to
expand marketing in many unique ways proving a campaign can be innovative after
seasons of exposure. The company has endorsed numerous celebrities, phrases and
even welcomed the Royal Baby with his own personalized can. Coca Cola lovers
around the globe can now personalize a can with virtually anything on the newly
expanded shareacoke.com and share with loved ones anywhere in the world. The campaign
had 76,000 virtual 'Coke' cans shared and 1,001 unique names on the
interactive billboard in 17 hours.
When this first campaign came out I really didnt know if it would go over well. But then just a couple weeks later I was buying a coke just because it had my name or my boyfriends name on it or my friends names just so I could give it to them! I think this was an amazing and innovative campaign and to see it continue to grow and just become a part of the product and company itself shows how well the campaign was received by the public.
ReplyDeleteI love the customized Coke campaign! It really does represent what I remember from long ago about Coke and what they marketed about themselves. Remember the songs and everyone meeting up to sign?
ReplyDeleteI also think people love having their name printed on something (fun challenge finding the different names).
I was at a recent Indy 500 event and Coke had a booth there, with a very long line! They allowed you to instantly create your own custom "share a coke with.." can. Then they had a "photo booth" set up for your cans where you could put a small pre-made sign between 2 cans and take a photo (I am sure in hopes you would share it on social media". Very Clever!