Coca-Cola has expanded its business parameters with its new “Share a Coke” campaign that has now encompassed social media outlets. This overarching marketing movement started in early June and has since skyrocketed in popularity.
The campaign, which has replaced the bottled Coca-Cola logo with prevalent names among teens and those a bit younger, has really grabbed people’s attention, especially among that generation.
“Summer is the perfect time to get together with others and share moments of happiness over an ice-cold Coke…Now, enjoying a Coke with your name on it and sharing the occasion with someone else makes these moments even more special,” said Stuart Kronauge, Sr. Vice President, Sparkling Brands, Coca-Cola North America, according to The Coca-Cola Company.
The Wall Street Journal reported that, according to analytical media firm Networked Insights, Coke’s campaign has produced more product conversation than Coors Light and Bud Light’s campaigns. From June 1 to July 11, approximately 12 percent of online discussion about Coke can be credited to the “Share a Coke” campaign. As for the Coors Light and Bud light campaigns, however, they only produced 11 percent and 8 percent respectively.
“When teens see that the iconic Coca-Cola logo has been replaced by their name or their friends’ names, they can’t help but take a picture and post it online,” Kronauge said, according to The Coca-Cola Company.
Network Insights also found that across Twitter, blogs, forums and other media outlets, only 5 percent of projected reaction is negative, according to The Wall Street Journal.
This is a major step up for the beverage company, and the digital engagement does not seem to be plateauing.
Personalization has now reached a whole new level, and the #ShareaCoke hashtag might be leaving a permanent mark on social media.
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