SHARE A COKE

Short List
TitleSHARE A COKE
BrandCOCA-COLA SOUTH PACIFIC
Product / ServiceCOCA-COLA
CategoryA09. Best Use of Social Media Marketing
EntrantNAKED COMMUNICATIONS Sydney, AUSTRALIA
Entrant Company:NAKED COMMUNICATIONS Sydney, AUSTRALIA
Advertising Agency:NAKED COMMUNICATIONS Sydney, AUSTRALIA
2nd Advertising Agency:OGILVY & MATHER Sydney, AUSTRALIA

Credits

Name Company Position
Ikon Communications Media And Digital Implementation And Investment
Wunderman Digital And Social Implementation
Urban Experiential
Momentum Sales Promotion
One Green Bean Public Relations

Results and Effectiveness

‘Share a Coke’ became the most talked about Facebook page locally and 23rd globally : 80 status updates, 25,697 user posts and 3,742 mentions on users’ walls**, contributed to: • Fan growth of 39% to over 650k fans** • Increase in traffic of 870%** • 412,792 stories in users newsfeeds** • 121m impressions** • 374,946 entries to ‘win $50k to share with a mate’ • 75,902 virtual Coke cans with friends names on shared • 7,379 bespoke TV ads created • Achieved 242 pieces of PR, equating to reach of 13,898,593 and earned media value of $497,374 Young Adult Consumption increased significantly by 7% during the campaign. *3MM P4W Consumption Oct-Dec 2011 B3 Survey Australia ** Facebook Analytics

Creative Execution

Through social media we sought to: Include our loyalists; by featuring real Facebook photos of our fans in the TVC’s. Facilitate consumer involvement; by allowing fans to send virtual ‘Coke’ cans with their friends name on. Aggregate information; to help find specific bottles. Made possible through crowd sourcing locations of names via a mobile app Reward consumers; by giving everyone that purchased a ‘Coke’ the opportunity to win $50k to share with their friends. Embed sharing; throughout all touch points, including the ability to MMS and share on Facebook an image of a friend’s name up in lights at the iconic ‘Coca-Cola’ sign. Ensure interactivity; such as when we asked Australia who they wanted to ‘Share a Coke’ with and enabled them to vote. Respond to conversation; by fulfilling requests from fans to add names to COKE cans to be shared at special events, a wedding party for example!

Insights, Strategy and the Idea

With a fickle target audience of teens and young adults, and a plethora of new competitors providing alternative solutions, ‘Coca-Cola’ wanted to increase frequency of consumption. 50% of teens and young adults hadn’t enjoyed a ‘Coca-Cola’ in the previous 4 weeks . The Task: To increase consumer engagement with Coca-Cola and reclaim its role as an essential ingredient in connecting with others. Insight: ‘Coca-Cola’ has always been an integral part of people coming together. But in our digital world, the way we connect had changed. We had to jump start some real conversations. Strategy & Idea: To put ‘Coca-Cola’ at the centre of connections between people, we used the power of the first name and added 150 popular Australian names on-pack, inviting everyone to ‘Share a Coke’ during summer 2011. Our communications encouraged participation and provided people the tools to find, connect and share.