Personalised Coca Cola cans helping to build the brand online
Thanks to the personalisation of cans and our love of collecting, Coca Cola is looking to built its following on social media website as part of a $5 million Facebook campaign that looks to move over 268 million soft drink units over the next three months.
Coke is drawing upon our love to posses personalised objects, such as souvenirs containing our names, in order to drive their latest campaign (Kiebus, 2011). 150 of Australia’s most popular names, selected to represent a multicultural cross section of the country (Hutchings, 2011), have been inscribed and printed onto cans and bottles of the popular drink and are being sold throughout the country.
Not lucky enough to make the top 150? Never fear, Coke also offers you the chance to have your name custom printed on a botttle at select Westfield shopping centres throughout the promotional period (Hutchings, 2011).
Coca Cola is already one of the largest brands on Facebook. The brand “…had 800 Facebook fans in November 2007. It has [in 2010] 16.5 million,” (Snow, 2010). Currently, their official Facebook fan page has some 35 million followers. In spite of this huge online following, the company appears to be looking to expand their online following through this latest promotion.
TV spots for the ‘Share A Coke With’ campaign direct the audience to a static vanity URL, which in fact links them to the campaigns official Facebook page (Rudenko, 2011). Here fans can listen to songs written about each of the top 150 names, create their own Coca Cola commercial and upload content, all with the hope of winning a share in the $50,000 sweepstake (Hutchings, 2011; Shayon, 2011).
The company is hoping for the campaign to become a viral marketing hit (Shayon, 2011). Since the campaign’s inception social networking sites such as Facebook have been flooded with images of users holding up personalised Coca Cola bottles that carry their names, giving the brand free advertising and online presence. In this regard, the campaign does look to have captured the attention of consumers across Australia.
The Facebook page also has strong links to content posted on YouTube, and there is also an element of real world advertising with the option for fans to SMS in their names and have them appear on a giant outdoor billboard in Sydney (mUmBRELLA, 2011).
The ‘Share A Coke With’ campaign is tied into the company’s Christmas advertising strategy, and come December we’ll see cans named after famous Christmas characters appearing on our shelves (mUmBRELLA, 2011; Shayon, 2011).
What do you think of Coke’s latest campaign? Does seeing your name on a can or bottle tempt you to buy one and share the images online for your friends and family to see?
- Hutchings, Emma (2011) “‘Share a Coke’ campaign puts names on Cola-Cola bottles and cans” <http://www.psfk.com/2011/10/share-a-coke-campaign-puts-names-on-coca-cola-bottles-and-cans.html>
- Kiebus, Matt (2011) “Coca Cola Is Personalizing Cans and Bottles for Australians” <http://www.deathandtaxesmag.com/148921/coca-cola-is-personalizing-cans-and-bottles-for-austrailans/>
- mUmBRELLA (2011) “Coca-Cola puts people’s names on bottles in ‘Share a coke’ campaign” <http://mumbrella.com.au/coca-cola-puts-peoples-names-on-bottles-in-share-a-coke-campaign-59657>
- Rudenko, Anna (2011) “Coca-Cola Gets Personal in the New Australian Campaign” <http://popsop.com/49832>
- Shayon, Sheila (2011) “Coca-Cola Puts Fans on the Can in Australia” <http://www.brandchannel.com/home/post/2011/10/03/Coca-Cola-Australia-Share-a-Coke.aspx>
- Snow, Shane (2010) “The Biggest Brands on Facebook” <http://mashable.com/2010/11/15/biggest-facebook-brands/>
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