Coke is everywhere, even online

We’ve all grown up with the famous cola drink, Coca-Cola. It sold in over 200 countries and the red and white Coca-Cola logo is recognised by 94% of the world’s population. Around the world, the average person consumes a Coke product every four days. The product originally intended as a patent medicine has become the 84th largest economy in the world with the brand worth being an estimated $74 billion that is more than Budweiser, Pepsi, Starbucks and Red Bull combined.

The company first introduced in 1886 has had to adapt and change over time in order to stay current with their clientele. As their clients move online so must Coke and successfully they have done so with a number of campaigns, here are 6:

1)   Share a Coke

A new Coke campaign has been released in Israel where a the robot avatar can participate in activities for you, when you can’t actually be there in person. This is Coca-Cola’s Social Robot, that gave Israel’s teens the chance to participate in the fun of the Coca-Cola Summer Love Festival, from their computers at home.  Teenagers could virtually walk around the festival using the robot to meet friends, try activities, watch the shows and have real conversations with those at the festival. It uses webcam to allow the person to have a virtual face at the event. A very new, inventive idea that highlighted how Coke can add to fun to social situations and reinforces brand values.

2)   Share a Coke

The global campaign which has now been running for two years gave consumers the chance to order personalised Coke products using Facebook with some countries changing the labels of retail products to have the common names on them.

In Australia only, in addition to the share a Coke campaign, working with Spotify, Coke introduced   the share a Coke, share a song promotion. Consumers could share a song from the past 50 years. Using the QR code on their Coke product they could unlock the song and share it with friends on Facebook and Twitter. This gave incentive to buy the product and highlighted the brands liaison with music and social events.

coke

3)   Happiness machine

Rigged Coke vending machines were set up in various locations around the world and dispensed not only Coke but also gifts including drinks, pizza, flowers and giant subs to create online buzz while predominately displaying the Coke label and associating Coke to happiness and making goodwill for Coke.

4)   The Ahh Effect

This campaign uses a series of online games aimed at teenagers that create fun, short, ‘snackable’ games that all involve the Coke’s products. This is Coke’s first completely digital campaign and it plans to go for several years. The game has been promoted through sites such as Twitter, Buzzfeed and Vevo creating advertising and endorsement for the Coke brand among Teens.

1682843-inline-inline-1-ahh-coke-pages

5)   2012 Super Bowl

During the 2012 game, Coke had two polar bears (used previously in Coke ads) reacting to the game in real time. Viewers could interact with the bears by asking questions on Facebook and Twitter. Coke live streamed the footage on ad banners on ESPN, had a microsite and used social media channels to broadcast the bears. By the third quarter over 600,000 people were watching live stream. In whole, 9 million consumers viewed the broadcast using the different medias.

Coke-Bears-Online

6)   The friendship experiment

Coke China introduced the friendship experiment where photographer Kurt Tang took beautiful photos that showed a strong connection and bond of people who before having some Coke had never met before and Coke is shown to bond these people.

Other successful online Coke campaigns you can check out: Coke Zone, King of the recycle, London 2012 & Tweet your Christmas wish. Give me your thoughts on this and check back soon. Like! Comment! Share! 

Until next time lovelies

Sources: http://en.wikipedia.org/wiki/Coca-Colahttp://www.psfk.com/2013/05/share-a-Coke-uk-campaign.htmlhttp://www.ahh.com/

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About Taylah johnson

19 year old student studying at Monash University to become a future marketing master!

Posted on August 29, 2013, in Digital Marketing and tagged , , , , , , , , , . Bookmark the permalink. 13 Comments.

  1. i thought the ahhh campaign was great, low cost and big exposure

  2. That robot thing is a bit creepy. I would probably need a lot of coke in my system to get me to start dancing with a metal object.

    Interesting how “Coke is everywhere”. For some reason, I haven’t noticed many coke advertisements. Maybe I’m just desensitized to their promotions because I dislike drinking Coke (pop in general). Thanks for creating the Coke campaign summary!

    • Actually now that you say it, outside of their POS advertising I don’t really notice much print advertising from them. However, they have just launched they’re new ‘Coke fighting obesity’ campaign on television which has been quite controversial. Here’s an short article about it: http://www.ausfoodnews.com.au/2013/07/24/coke-launches-anti-obesity-campaign-in-australia-but-%E2%80%98be-healthy%E2%80%99-coke-ad-banned-in-uk.html
      Tell me what you think about Kim.
      Thanks for commenting 🙂

      • Oh my! I disagree that Coke can fight obesity… this new campaign is definitely “false advertising”! I’m a health junkie (or so I think I am) and I do not see the nutritional value of Coke at all. Yes, it might make you happy temporarily because it is sweet and “quenches thirst” but drinking Coke frequently will definitely not help you lose weight. What a bizarre ad! Thanks for the share!

      • I would have to say that the campaign is defendant misleading. Coke is filled with sugar and despite this advertising they are not going to want people to drink less, they don’t want to loss profits or market share. Also, even if consumers were to switch to their ‘healthy juices’, these drink also have high sugar. Not a fan of this approach :/ Thanks for your views Kim!

  3. I love coke’s marketing! Always genuis 🙂

  4. Coke has always been revolutionary with with ads! Really just love watching them for the fun-sake! Also I’m also a fan of coke , though i dont drink coke anymore 😀

    • They are just so innovative and creative, makes they’re ads so interesting! That’s really interesting that you just check out there ads but don’t use the product, is that just cause of the entertainment value of the ad?
      Thanks for commenting 🙂

  5. I love all the coke campaigns, they are all so creative and interactive allowing consumer to get involved! They are defiantly ahead of the rest and thats why they are recognised by 94% of the population. Great post

  6. The negative effects of this kind of marketing strategy are well documented as it alters the perceptions of youth in regards to what they perceive to be healthy and not healthy. Fast food and junk food marketing blatantly targets youths in order to increase consumption at the detriment to the health of the generation.

  1. Pingback: Live Tweet on Coke Ad | Bits and Bytes

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