Coca-Cola did a survey in Australia, and about 50 percent of those surveyed said that they have never drunk Coca-Cola. The Coca-Cola Company planned an exciting event, ‘Share a COKE’. They selected 150 common names in Australia, and they printed those names on a bottle or can instead of the brand name, Coca-Cola. They gave people who visited their Facebook page a chance to create and share a personalized virtual Coke with their family and friends. Visitors could also download individualized songs named after them. It boosted people’s participation. The event was a great success, and Coca-Cola promoted this event with many media such as newspaper, billboards, and the Internet. It resulted in growth in Facebook traffic on its branded page of a reported 870%, 7% increases in young adult consumption, and volume increased by 4%.
Personalization & Local Connection
Personalized Coca-Cola cans are more attractive to consumers than the generic Coca-Cola can. Chris Deere, head of brand activation at Coca-Cola Great Britain explains that, beyond the obvious attempt at personalization, the campaign is about sharing: “We wanted people not just to find bottles with their own names on, but to surprise a friend or someone they love by seeking out a bottle with their name on it,” he explains, pointing out, too, that social media is one way that global brands can make a local connection.
Exposure in SNS
This campaign is not just about putting one’s name on the Coca-Cola can, but allowing consumers to make cans and songs on the Facebook page. This makes people participate in the campaign. Many people could upload their pictures or stories about the campaign on Facebook or Twitter. The exposure in SNS(Social Network Service) attracted more and more people. The campaign was particularly effective for about 50 percent of Australian youth who have never even consumed Coca-Cola.
Many advertisements using SNS does not always lead actual purchase. Other advertisements usually expose their brand or products. However, Personalized Coca-Cola cans is meaningful when they possess the cans. It made people buy Coca-Cola can, so 76,000 virtual coke cans shared.
this campaign uses the Facebook to interact with customers by making songs and cans.
These days, many companies and people use digital media for advertising. Digital media is efficient for attracting people with unusual events and entertainment. Moreover, the interaction of SNS is appropriate for customers, who want active participation and feedback in events, and it can be useful to immediately analyze the response of customers.
– Fisher, L. (2013, August 6). Debranding: Why Coca-Cola’s decision to drop its name worked. Retrieved September 4, 2013, from http://www.theguardian.com/media-network/media-network-blog/2013/aug/06/coke-debranding-name-dropping