In the past month or so, Coca-Cola began their “Share a Coke” campaign in Australia. Basically, they’ve changed the packaging on their flagship product to feature a different name on each bottle.
When I first saw this, I thought it was perhaps the most ridiculous gimmick this year. But, look at the buzz it’s generated. Across Facebook, Twitter and any other social media, people are posting pictures of themselves with Coke bottles. Every time somebody does so, they’re pushing the Coke brand, and it costs almost nothing! Each impression improves brand recall, and quite frankly I’ve seen at least 100 posts of this type myself.
Not content with the Facebook possibilities, Coke have also developed iPhone and Android apps for the campaign. God knows what those do, but presumably they leverage on the same “customise and share” mentality that the Coca-Cola website does. It’s about giving people the chance to customise a virtual product, and publish it for all to see.
If ever we needed an example of a traditional, brick and mortar company utilising social media to the fullest, this is it. My hat goes off to Coca-Cola, but also Wunderman, whom I believe are the agency behind this.
Coca-Cola company is just utilizing Social Media like Facebook and Twitter in order to promote their products.
That’s right, but the share a coke campaign is the most innovative use of that new media that I’ve seen. A lot of other campaigns hardly cause a stir
Yes, social media can really get used quite a bit of attention. Therefore, large companies also use this potential.