Coca-Cola Promotes a Human Connection
Happiness is always better shared, and through its “Share a Coke” campaign, Coca-Cola took this idea to the next level. Many consumers today have begun to rely on connection technologies such as email and social media as a substitute for human connection, and Coca-Cola sought to resolve this through a shared, personal experience. Leveraging an already successful international campaign in which it printed names on Coca-Cola bottles, Coca Cola hit the road with the mission of allowing everyone in America to create their own personalized can of Coke, as well as another, for a friend.
And create they did. The Share a Coke campaign surpassed even Coca Cola’s vision, delivering more than one million personalized Share a Coke cans over the course of 500-plus stops across the United States, with an additional 700,000 social media posts generated as a result of the campaign’s content.
“Experiential marketing gave us the opportunity to reach millions of our most loyal drinkers who wanted to participate in the Share a Coke movement but couldn’t find their names in stores. It helped us to deepen that relationship in a truly meaningful way, and the ‘shareability’ of the events allowed that reach to extend beyond the actual events and connect with millions more through authentic social media interactions,” says Evan Holod, marketing director at Coca-Cola.
The icing on the cake: the Coca-Cola brand enjoyed a two-percent lift during the promotional window.