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.