Coca-Cola’s: “Share a Coke” Campaign

Team 4

Amber

Stephanie

Nicoletta

Lisa

http://www.youtube.com/watch?v=5l0cCyElfgg

Situation

Background

Personalized Bottles

Social Media

Objectives

Increase consumption among the masses

Get people talking about the brand Coke again

To become a part of the conversation with a Coke bottle

Audience

Campaign geared toward consumers ages 18-24

Audiences on Twitter and Facebook

Buzz on Social Media

Strategy

Unique and exclusive

Personalization

Hashtag #shareacoke to create engagement

Tactics

Phase 1

Phase 2

Phase 3

Calendar/Timetable

May 2013 – August 2013

Vending tours during July and August

Budget

5 million dollars estimate

Incorporated TV advertisements, billboards and experimental marketing

Measurement

Increase in sales by 3.88%

Increase in impression, quality, value, reputation, satisfaction and recommendation by 2.8%

Feedback from audiences

Results seen through consumption among target audience, traffic on Facebook, and likes on Facebook

Quiz Questions

1. How long did this campaign last?

2. How many bottles were personalized?

3. Which social media was used during this campaign?

4. What number of popular names were put on bottles?

5. Where else has this campaign been launched?

THANK YOU!PUR 3000 // Team 4 “Share a Coke” Campaign

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