Case Study Exercise: Share a Coke

In an effort to appeal to young millennials (people born from 1980-2000),Coca-Cola printed names its cans with the hashtag, #ShareaCoke. The global campaign brought people together by facilitating thought of a friend while walking by Coca-Cola products. When consumers see their names or th friends names on a Coca-Cola can, they are more likely to purchase it.

For example,when 20-year-old Helen Leahy walked by the cooler section in a grocery store, she found her name on a Diet Coke can.

I couldn't refrain from getting it,"said Helen."Helen is a super uncommon name so I felt really special. I had to buy it. Helen is such an old grandma name.The fact that it is on a Coke bottle is awesome.You know when you're younger you always try to find your name on souvenirs?I could never find my name so this is the first time this kind of thing had ever happened.

A few weeks after buying a Diet Coke with her name on it, Helen shared a Coke with one of her friends: I saw one with a friends name on it and I was going to see her later that day so I obviously had to buy that one too. She was really excited w hen I gave it to her. She thought it was the coolest thing.

The #ShareaCoke campaign began in Australia in 2011 and saw massive success with a 7% increase in Coke consumption. It then moved to New Zealand, Asia,and then to Europe in April 2013. In 2014, Coca-Cola released 1.000 more names in the United States. Each country promotedsharing a Cokein a different way, but the campaign's overall success can be attributed to personalization. After the initial launch of the campaign,Coca Cola allowed consumers to choose the next names to be released.

Social media also played a huge role in the success of the campaign.When consumers found friends names, they shared a picture on social media. The product also be came the topic of many conversations as Coca-Cola used more generic terms,such asfriend,mom, and superstar. This allowed for word of mouth, which, once initiated, was free to Coca-Cola.

The campaign went beyond customized bottles to interactive billboards and websites as well as traveling kiosks where people could get more unique named Coke products The combination of customization and buzz-worthiness made the campaign successful without needing to spend too much money.

1. Identify all the Channels used in the Share a Coke Campaign.
2. Which is the most effective?
3. Suggest an additional promotional channel for this campaign.