Coca-Cola and a team of agencies are launching the beverage brand’s “Share A Coke” summer promotion and campaign with several new innovations.
For the first time, “Share a Coke” name labels on 20-oz. Coke bottles are stickers. Fans peel off the stickers to reveal Coca-Cola’s Sip & Scan codes that instantly enter them to win prizes ranging from a free Coke to amusement park passes.
“In years past, we’ve found that once the campaign ends, people want to hold on to a memory,” stated Jaideep Kibe, vice president, Coca-Cola Trademark, Coca-Cola North America.
The ShareACoke.com website lets visitors purchase personalized 8-oz. glass bottles as well as customize bottles with two lines of text, share “social postcards” with friends and family, and search to find their names in stores.
The beverage brand is also aligning with social media influencers as part of the Share Chair, an oversized armchair that doubles as a “shareable” vending machine. When two people sit together at the activation, personalized mini cans of Coca-Cola and Coke Zero Sugar are “vended” through the chair’s arms. Then, a strategically positioned camera captures the moment to provide fans with a photo and video that are intended to be shared on social media.