HOW BRAND PR BROUGHT SHARE A COKE TO LIFE FOR COKE FANS
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The campaign was bolstered by customized VIP kits, consumer-generated original online content, a satellite media tour with Danica Patrick from the Coke Zero 400, the campaign’s eCommerce site, and a Twitter emoticon.
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HOW BRAND PR BROUGHT SHARE A COKE TO LIFE FOR COKE FANS
- 1. HOW BRAND PR BROUGHT SHARE A COKE TO LIFE FOR COKE FANS
- 2. OVERVIEW The campaign was bolstered by customized VIP kits, consumer-generated original online content, a satellite media tour with Danica Patrick from the Coke Zero 400, the campaign’s eCommerce site, and a Twitter emoticon.
- 3. VIP KITS To generate widespread awareness, Coke engaged press, celebrities, social media influencers, Coca-Cola partners and notable brand fans nationwide with customized VIP kits.
- 4. Celebrities who shared their customized kits on their social media platforms included: • pop singer Jordin Sparks • sportscaster Sam Ponder • Olympic gold medal soccer player Alex Morgan • multi-instrumentalist DJ, and record producer Ahmir Khalib Thompson, better known as The Roots’ Questlove • Kevin Hart • Vanessa Hudgens • Miley Cyrus • Lena Dunham VIP KITS
- 5. #SHAREACOKE EMOJI The #ShareaCoke emoji set a record for the “World’s Largest Cheers” on September 18, 2015.
- 6. USER GENERATED CONTENT: BABY NEWS This user-generated content, from Pat and Whitney McGillicuddy, features the couple using Share a Coke cans to announce their baby news and the video took the internet by storm. It generated attention for Share a Coke on Huffington Post, Buzzfeed, Perez Hilton, The Hollywood Gossip, HLN and broadcast outlets around the country.
- 7. To-date, the video has generated more than 49.5 million impressions and 3.99 million views on YouTube. *not included in reported PR impressions 49.5 million 3.99 million USER GENERATED CONTENT: BABY NEWS
- 8. VINE: PROMPOSAL As part of a collaboration with Connections and Content, Brand PR enlisted five Vine stars to give teens a sneak peek at the campaign and showcased how Share a Coke could be used to create an exciting “Promposal.”
- 9. In total, Promposal content garnered more than 27.2MM impressions and 603k expressions across Vine, Instagram and Twitter. 27.2 MM 603k VINE: PROMPOSAL
- 10. ECOMMERCE & PINTEREST Brand PR partnered with 10 entertaining, lifestyle and wedding pinners to support the “Share a Coke” eCommerce site, asking them to showcase creative ways to use the eight- ounce glass bottles this summer and host a Pinterest giveaway.
- 11. In total, pinner partnerships garnered more than 52.4MM impressions and 58K expressions. 52.4MM 58K ECOMMERCE & PINTEREST
- 12. In total, our 10 pinners posted 33 unique sponsored blog posts and more than 600 social posts across Facebook, Twitter, Instagram and Pinterest. ShareaCoke.com press coverage was also placed by Brand PR in: • Martha Stewart Weddings • The Knot • Real Simple • Vogue ECOMMERCE & PINTEREST