Coke asks punters to share a song
Coke has created a partnership with Spotify and Universal Music to launch its summer campaign. Cans and bottles will be relabelled with dates from 1938 to the present day with a link so songs from that year. The “Share a Coke and a song” site launches next week.
The above the line component of the campaign will begin during the October long weekend with TV, out of home (including heavy use of bus sites) and digital.
The campaign is the first major one since last year’s highly successful Share A Coke promotion featuring individual names on cans and bottles. The summer campaign is being led by Host, with Ogilvy not performing creative duties on the summer ‘Share a Coke and a Song” campaign.
Lucie Austin, marketing director of Coca-Cola South Pacific told Mumbrella: “Digital integration is obviously a big component, driving people from pack to the mobile site. This year’s objectives are two tiered. We have hard business and sales targets, but like last year we’re measuring the level of conversation we create.”
By scanning a QR code or visiting a URL on the packaging, consumers will be able to stream fifty of the most popular songs from each year, selected from Universal Music’s artists back catalogue. Engaged users can then launch the Share a Coke Spotify app from the mobile site where users can share a song and the moment the song reminds them of, for example a road trip, a first kiss or a night out.
Austin said in a press release: “Music is not only a universal connector for people across cultures and generations; people often associate songs with emotions, people, and places they’ve experienced in the past. We’ve all heard the first few bars of a song and been instantly taken back to a special moment that was shared and enjoyed with others.”
Credits
- Communications Strategy: Naked
- Creative: Host
- Digital / Social media: Wunderman
- Media: IKON
- POS: Fuel
- Promotions: Wunderman
- Music consultancy: The Sound Campaign
- PR: One Green Bean
Great synergy with the brand’s positioning… but how do we measure the ROI, apart from ‘conversation’? I would have thought the the ultimate aim must be to drive people from the mobile site into the point of purchase, not from the pack to the mobile site. Even a brand like Coke needs to put metrics against its digital/social activity. Equity alone doesn’t pay the bills!
User ID not verified.
Wonderful. Just what we need in the wake of the Share a Coke with campaign which flat out aimed to increase consumption among Aussie teens. Cokezilla now sets its sugary sights on their digital lives:
” the largest age group on Spotify is 18-24 year olds, followed by 25-34 year olds and then 12-17 year olds. So if you’re interested in targeting a younger market, this medium will be helpful.”
Via: http://www.justone.co.nz/music.....h-spotify/
User ID not verified.