Execution

To increase consumption and brand preference in the peak summer season, Coca-Cola transplanted their successful “Share a Coke and a Song” campaign to Taiwan and actively localized it, to attract youths and reach the hearts of consumers. The target demographic was youths 12 to 29, who love to show off, share and enjoy music. The campaign introduced bottles with 47 different years printed on the label, one for each year Coke had been in Taiwan. It also featured a karaoke vending machine to reach customers outdoors. The Coca-Cola Karaoke Vending Machine was traveling in Taiwan to bring happiness to people. Using brand equity, the Coca-Cola Karaoke Vending Machine created a happy atmosphere for customers, providing free Cokes in exchange for singing a pop song. The machine played 100 songs from different generations, and users chose an era by selecting one of several retro-styled microphones. They then decided how many friends they wanted to share a Coke with, and also selected a mood from that era of songs. Afterward, they could choose a song, have fun singing it, and receive Cokes from that year to share with their friends.