We saw the share a Coke campaign go viral in the supermarkets and online. If you couldn't find your name or a friends name on the shelf in Coles or Woolies, you could jump on Facebook and generate a virtual personalized can to share instead. The campaign saw a 7% increase in sales and roughly 18,300,000 mediaimpressions, making 2011 summer the most successful summer on record for Coke.
We eagerly anticipated what would be the next campaign for Coke, and it's here. The Share a Coke, Share a Song campaign is an interactive mix between drinking and singing. Each coke bottle now features labels with ayear from 1938-2012, (1938 was when Coke was introduced locally). The label also features a URL link or a QR code (that can be scanned using a smart phone) that links to 50 songs from that year, which you can stream and then share to your friends.
In an age where music file sharing is so popular, why not jump on the bandwagon and do it with a Coke in your hand. To make this possible Coke have partnerd up with Music Sharing site, Spotify.
It will be interesting to see how this campaign performs against last years figures. Will people find it a hassle to get online and follow up or will it be another success story for the genius brand we call Coca Cola?
I believe Coca Cola's "Share a Coke, Share a Song" marketing campaign will be equally as successful as its previous campaign due to its interactive and engaging content. In today's society individuals are extremely technologically savvy and therefore it will be extremely easy to go online and share the 50 complimentary songs for that particular year through the use of the URL or QR code. As Coca Cola moves away from its traditional "creative excellence" marketing campagins and moves towards "content excellence" I anticipate that we can expect to see more engaging campaigns in the near future.
ReplyDeleteI am eager to see how other companies are going to react to this campaign, if there will be more interactive and engaging campaigns or if Coke will still win out with the most innovation and tech savvy ideas.
DeleteThanks for your insight mkfgod :)