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.
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.
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.
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!