Coca-Cola’s: “Share a Coke” Campaign Team 4 Amber Stephanie Nicoletta Lisa

Situation  Background  Personalized Bottles  Social Media

Objectives  Increase consumption among the masses  Get people talking about the brand Coke again  To become a part of the conversation with a Coke bottle

Audience  Campaign geared toward consumers ages  Audiences on Twitter and Facebook  Buzz on Social Media

Strategy  Unique and exclusive  Personalization  Hashtag #shareacoke to create engagement

Tactics  Phase 1  Phase 2  Phase 3

Calendar/Timetable  May 2013 – August 2013  Vending tours during July and August

Budget  5 million dollars estimate  Incorporated TV advertisements, billboards and experimental marketing

Measurement  Increase in sales by 3.88%  Increase in impression, quality, value, reputation, satisfaction and recommendation by 2.8%  Feedback from audiences  Results seen through consumption among target audience, traffic on Facebook, and likes on Facebook

Quiz Questions  1. How long did this campaign last?  2. How many bottles were personalized?  3. Which social media was used during this campaign?  4. What number of popular names were put on bottles?  5. Where else has this campaign been launched?

THANK YOU! PUR 3000 // Team 4 “Share a Coke” Campaign