Digital Communication and Social Media

WHO: Coca-Cola U.S.

WHAT: The last generation of the successful "names campaign" of Coca-Cola
is using the Universal language of Music to talk and engage with
Millennials. 70 lyrics are featured on a bottle of our favorite Coca-Cola
and the e-commerce site sold more than 1 mlm personalized bottle. It is a
digital campaign, customer centric touching all channels online and
offline, which embarks the user in an unique experience. What is the Plus
of the #ShareaCoke and Song activation? Enter in the millennials universe,
Music,  make the Mobile and Social Media  stars through the apps, example
Shazam or Musical.ly.  A Call To Action that make the user in the center
sharing photos, lip-sync videos, with the #ShareaCoke and make all
accessible on a plateforme www.shareacoke.com.

Iconic image of the success of the campaign is the Selena Gomez image that
is the most liked Instagram photo of all time with more than 4.2 mlm likes.

WHY: Increase the brand preference penetration % within the millennials
target.

#ShareaCoke  and a Song

TAKEAWAYS: 

1. A digital campaign must be an experience for the user offline and
online
2. User need to be the hero of the campaign
3. Is fundamental to have the right support, the Mobile, and the right
partnership for your customer target:  apps like Spotify, Shazam,
Musical.ly, partners like BET, iHeart, pop-stars.
4. Inspire emotion : Enjoy  

Read more on http://www.coca-colacompany.com 

Le 24 novembre 2016 Google France accueille la IVème Conférence organisée par Netineo sur le Programmatique TV afin de construire la publicité TV de demain.