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    Consumer Behavior - Coca Cola

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    sabwyw
    The Coca-Cola "Share a Coke" campaign was a successful personalized marketing campaign for several key reasons: it was surprising and unexpected, went from a mass message to an individual level through personalization, and engaged consumers who were able to create and share new visuals. The campaign differed from Coca-Cola's usual predictable campaigns and was able to go viral through extensive earned media coverage and prominence on social media as people shared the personalized bottles and cans. While the novelty may eventually wear off with repeated relaunches, the campaign could be extended through sub-campaigns that play on themes like family names.

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    Consumer Behavior - Coca Cola

    Uploaded by

    sabwyw
    68 views6 pages
    The Coca-Cola "Share a Coke" campaign was a successful personalized marketing campaign for several key reasons: it was surprising and unexpected, went from a mass message to an individual level through personalization, and engaged consumers who were able to create and share new visuals. The campaign differed from Coca-Cola's usual predictable campaigns and was able to go viral through extensive earned media coverage and prominence on social media as people shared the personalized bottles and cans. While the novelty may eventually wear off with repeated relaunches, the campaign could be extended through sub-campaigns that play on themes like family names.

    Original Description:

    Analyzing Coke Case

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    The Coca-Cola "Share a Coke" campaign was a successful personalized marketing campaign for several key reasons: it was surprising and unexpected, went from a mass message to an individual level through personalization, and engaged consumers who were able to create and share new visuals. The campaign differed from Coca-Cola's usual predictable campaigns and was able to go viral through extensive earned media coverage and prominence on social media as people shared the personalized bottles and cans. While the novelty may eventually wear off with repeated relaunches, the campaign could be extended through sub-campaigns that play on themes like family names.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    68 views6 pages

    Consumer Behavior - Coca Cola

    Uploaded by

    sabwyw
    The Coca-Cola "Share a Coke" campaign was a successful personalized marketing campaign for several key reasons: it was surprising and unexpected, went from a mass message to an individual level through personalization, and engaged consumers who were able to create and share new visuals. The campaign differed from Coca-Cola's usual predictable campaigns and was able to go viral through extensive earned media coverage and prominence on social media as people shared the personalized bottles and cans. While the novelty may eventually wear off with repeated relaunches, the campaign could be extended through sub-campaigns that play on themes like family names.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 6

    Group 6 :

    Cyril Delon (b00562152) Eloi Renaudin (b00399363) Hugo Blanchard


    (b00570955)
    Ritika Chheda (b00561635) Sabrina Wee (b00542989) Victor PATENOTRE

    1/ Reason of success of the Coca-Cola Liquid and


    Linked campaign

    The Liquid and Linked concept has for goals:


    To create ideas so contagious that they cannot be controlled
    To be relevant to Coca Colas business objectives, brand agendas and
    consumers interests
    The personal factors that made the Share a Coke campaign engaging:
    Surprising effect
    Personalization: a name in replacement of the Brand
    Flattering
    Possibility to offer /share
    Competition spirit : everyone wants his own bottle

    2/ The campaign factors that explain the campaign


    success

    Different from the usual good but predictable campaigns of Coca


    Cola
    Surprising : Novelty and unexpectedness
    Went from the typical mass market message to the individual oneon-one level
    Self relevance
    The launching communication was handed down to Coca Colas
    consumers
    Prominence
    People were able to create and share new visuals with their friends
    Prominence

    3/ Other factors which contributed to this success


    and differences per country

    External factors
    Creation of family names / nicknames to make up for the missing
    names
    Earned media : huge press coverage
    Internal factors
    Absence of brand name
    Demographic trouble in the USA

    4/ In the country of your choice,


    illustrate the Share a Coke campaign with actual
    implementation
    Country of Choice: Singapore
    Launch period: Chinese New Year
    Aim: To make coke the drink of the festival
    Implementation:
    1) Allow people to pre-order personalized coke cans/bottles and
    deliver it to their houses for the festive period
    2) Have a tour around the country allowing people to personalize
    cans/bottles on the spot
    3) Target advertisements to emphasize on coke as the drink of the
    festival

    5/ What is your opinion of this campaign? What can be


    its future?

    Consistent: Helps reinforce Cokes theme of happiness


    Engaging: Captures consumers attention by evoking emotions
    (delight, surprise), appeals to peoples narcissistic side, gets people
    talking

    Future of campaign
    Possibility to re-launch campaign but novelty would eventually wear
    out
    - Select proper time interval between campaign launch and
    relaunch
    - Cap number of relaunches
    Possibility to extend campaign into sub-campaigns
    - Play on generic names for sub-campaigns

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