Share a Coke and a Song
Coca Cola has launched “Share a COKE and a Song”, an advertising campaign partnering with Universal Music and Spotify to encourage Australians to relive special moments in their lives and reconnect with friends and family by sharing a COKE and a song. Since 17th September, selected COKE, diet COKE and COKE ZERO packs have hit shelves around Australia, featuring a year from the introduction of COKE in Australia in 1938 to the present day. Consumers are invited to share a COKE and one of 50 popular songs from that year via Facebook, Twitter or email, unlocked by scanning the QR code or visiting the URL on the COKE pack.
A television commercial follows a young girl at a music festival as she is lifted above the crowd to view the stage, experiencing a memorable moment that she will forever connect to the song being played. Click on the image below to play the Share a Song commercial in YouTube (HD)
COCA-COLA is sponsoring X-Factor with television commercials and various in-program elements, while branded content will be integrated into Channel V, Max and MTV programming.
Three out-of-home billboards, each featuring the line of a song and a bottle of COKE with the year the song was released and the tagline ‘Share a COKE and a song from…’, bring to life memorable moments that could be marked by music: a music festival ‘I gotta feeling’; a pool party ‘The heat is on’ and a first kiss ‘How sweet it is’.
Consumers are invited to share a COKE and one of 50 popular songs from that year via Facebook, Twitter or email – unlocked by scanning the QR code or visiting the URL on the COKE pack. A purpose built Spotify application launched this week at Shareacoke.com.au, allows consumers to share the music of their most memorable moments via Facebook. Over time the app will aggregate these moments to create playlists on Spotify that are searchable by moment and year. The ATL is being supported by a digital campaign running across Facebook, YouTube and a variety of entertainment and music websites and sales promotions with key retail partners.
Agencies involved in creating the ‘Share a COKE and a Song’ campaign were Naked Communications (communications strategy), Host (creative), Wunderman (digital/social media/promotions), IKON (media), Fuel (POS), The Sound Campaign (music consultancy) and One Green Bean (PR).