I like what Coca-Cola is doing with their Share A Coke campaign. First launched in Australia in 2012 and now in more than 50 countries, Coke invites fans to find their names -- and the names of family members, friends, coworkers -- on bottles of Coke, Diet Coke and Zero.
According to Stuart Kronauge, senior vice president, sparkling brands, Coca-Cola North America, (now that’s a title!) “For teens and Millennials, personalization is not a fad, it’s a way of life. It’s about self-expression, individual storytelling and staying connected with friends.”
1.25- and 2-liter bottles will sport group names like “Family” and “Friends.” Colloquial nicknames like “BFF,” “Star,” “Bestie,” “Legend,” “Grillmaster,” “Buddy” and “Wingman” will appear on 12-oz. cans.
Coke is using this good idea in every possible Social Media way. Fans can visit www.shareacoke.com to personalize virtual bottles and share them with friends via Facebook, tumblr, Twitter and Instagram.
By using the #ShareaCoke hashtag, consumers can share their stories and photos for the chance to be featured on interactive Coke billboards.
And anyone with the free Coca-Cola Freestyle mobile app can scan a QR code on the fountain dispenser’s touch screen and send a friend a coupon for a $1 off a 20-oz. Coke.
Though I am saddened that Share a Coke with Jay will not be one of the name choices in any country, I still think this is a good idea, and one that is using the whole carcass to get the message out. (“The whole carcass”? It’s all explained in my book.)