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1.) Multichannel Rollout:

Coke rolled out the ‘Share a Coke’ campaign through various channels like newspapers and TV commercials. But it was social media channels, particularly Facebook that the campaign really started picking up steam. Through Facebook, users participated in a large scale. Moreover, the campaign had achieved mass sharing, through customers could connect with each other. Basically, consumers had to SMS their friend’s name which would be displayed live on the iconic Coca-Cola sign located at Sydney’s King’s Cross. The user then would receive an MMS via which they could share their chosen friend’s name lit up in lights through Facebook or send him/her mail.

2.) Encouraging participation creation of online media campaign:

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Read basic statistics and try to explain them
Its influence is simply too large to ignore.
From changing the way people consume their news to contributing to the rise of the citizen journalist, social media has forced PR pros and reporters to adapt or perish.
Roughly 6,000 tweets are shared per second on Twitter. That’s just one of many social networks.
https://www.prdaily.com/5-ways-social-media-has-reshaped-the-pr-industry/

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1. Importance of social media in PR : shortly ( statistics )  - Prakhar
2. Introduction - Prakhar
3. Key issues:
A. Idea - Goals - Daisy
Strategy
B.Execution (video of ad) - Claudia
C.  Results - Anna
4. Analysis (questions, experience, opinion) - together
5. Conclusion - Prakhar

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Marketing goals: Increase business revenue in the summer, and motivate the world of young people, making them "talk more about Coca Cola, then consume more" (more talk, more users).
Communication Goals: Share a Coca Cola bottle with your friends, be it a close friend, an old friend or even a new friend, along with the "Share a coke" campaign.

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The campaign originates from the main idea: Connect, unionize and share pleasant moments together with a Coca Cola can.
Coca-Cola began printing 150 of Australia's most popular names on coke bottles to remind people here of a friend who hasn't been in contact for a long time, or even just a new friend familiar with the message: "If you have a crush on/ want to meet/ miss/ haven’t met/ LIAM , share a coke with him")
Changing the packaging on Coca Cola products to create conversation waves on both online and offline channels.

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A. Objectives

The primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. The secondary objective was to get people talking about Coke again.

The campaign needed to make consumers see Coke in a way that would encourage them to actually consume the product, not just love the brand.

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Coca-Cola revenue has increased by 2.5%

Results of Coca Cola ‘Share A Coke’ Campaign:

Enlisted below are the findings from Share a Coke campaign analysis:

·        The ratio to young to adult consumption of Coca-Cola was up by 7%.

·        The campaign earned around 18.3 Lakhs media impressions

·        The Facebook website saw a traffic increased by 870% while the Facebook page, on the other hand, grew by 39% in terms of fans.

·        Around 76,000 virtual Coke cans were shared online

·        A total of 378,000 custom Coke cans were printed across the country.

·        The campaign created a positive image of the Coca-Cola as a brand

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- The social network channel is Facebook, Coca-Cola has used an application so that users can create a virtual Coca bottle with their name or put their friend's image into the Coca-Cola TVC .
- After getting the opinions of 65,000 people, 50 new names have been added, bringing the total number of individual names printed on the Coca bottle label to 200 - an impressive number!
- Participants can also text a friend's SMS to appear on a Coca-Cola billboard placed on the street. When the name is posted, the customer will receive an MMS with a banner image to freely share via Facebook and email.

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Case Study

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Share a Coke campaign post-analysis

Campaign:Share a Coke

Client: Coca-Cola

Agencies: Naked Communications, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean
Background
With the world flocking to the digital space, the way we connect has started to change, and, it would seem, the more friends we gather online the fewer we see in real life.

Coke needed to adapt to this changing environment and needed a campaign that would encourage people to connect with the brand both online and offline. In addition, summer has always been a key sales period for Coca-Cola. With the introduction of new products, brand extensions and the blurring of traditional categories, however, the soft drink market has never been so competitive.

So in summer 2011, Coca-Cola wanted a big idea to combat this competitive market and get Australians to sit up and notice Coke. A campaign was needed that would make a big splash and disrupt and excite Australians. It also needed to have mass appeal, while hitting the 24-year-old bull's-eye target.
Objectives
The primary campaign objective was simple: increase consumption of Coca-Cola over the summer period. The secondary objective was to get people talking about Coke again.

The campaign needed to make consumers see Coke in a way that would encourage them to actually consume the product, not just love the brand.
Strategy
Coca-Cola wanted a core idea that would reunite Australians with the idea of getting together and sharing a good time over a Coca-Cola.

They wanted to jumpstart real conversations and remind people of those in their lives they may have lost touch with, or have yet to meet.

Australians are known for calling each other by their first name, or 'mate' for that matter. And, in order to bring people together, Coca-Cola needed to encourage this on a more personal level... and what better way to spark conversation than by using a first name!

So in 2011, Coca-Cola initiated these conversations by putting Australians front and centre and encouraging them to connect and 'Share a Coke'.

Coca-Cola printed 150 of the country's most popular names on labels of Coke bottles for the first time in the brand's history, to remind Aussies not only of those people currently in their lives, but also people they may have lost touch with, giving them a reason to connect.

The multi-platform communications strategy acted as an invitation to 'Share a Coke' with someone you know, or want to know and gave people the tools to find, connect and share.

Varied content was created to suit a broad target audience allowing people to engage with the campaign in different ways, to varying degrees and via different contact points, making the campaign relevant to people who wanted to get highly involved or for those who just wanted to take part in the fun.

Coke constantly listened to what consumers were doing with the campaign in order to be able to surprise, maintain momentum and spark further conversations throughout the campaign period.
Execution
Prior to campaign launch, Coke bottles with names on them began appearing in fridges across Australia, allowing consumers to discover the names on-pack themselves, sparking online conversations and media interest.

The campaign then launched with a big bang across multiple channels.

First, the campaign story broke on page three of The Australian newspaper, followed by a flow of marketing trade coverage.

The TVCs, which featured a montage of volunteered photos of real people who shared that name, first aired across the biggest weekend in Australian sport - during the AFL (Australian Football League) and NRL (National Rugby League) grand finals, reaching 30% of the population.

Key media and celebrity influencers with a large social media footprint were identified and sent personalised seeding kits with a Coke product bearing their name, including campaign messaging to share with their network of fans.

Through a partnership with Austereo, 150 name songs were created and broadcast on-air nationally. Consumers then used these songs as inspiration to connect via Facebook.

Consumers were invited to SMS a friend's name, which was projected live onto the iconic 'Coca-Cola' sign at Sydney's King's Cross. They then received an MMS enabling them to share their friend's name up in lights, via Facebook and email.

Participation and mass sharing was achieved through Facebook, which provided consumers with the tools to connect and 'Share a Coke' by:

creating a personalised virtual 'Coke' can to share with a Facebook friend, and

making their own TVC, featuring their friends' profile pictures.

Following launch, thousands of requests poured in for more names. We were ready with kiosks that toured 18 Westfield shopping centres inviting consumers to personalise a Coca-Cola can with any name of their choosing.

Still, requests kept coming in. We listened to our captive Facebook audience and asked them who they wanted to 'Share a Coke' with most. After 65,000 people got their say, Coke bottles with 50 new names were released.
Results
The campaign exceeded expectations with millions of Australians getting together and 'Sharing a Coke' either virtually or literally.

Young adult consumption increased significantly during the campaign, up by 7%, making 2011 the most successful summer ever. The campaign earned a total of 18,300,000-plus media impressions.

Traffic on the Coke Facebook site increased by 870% and the Facebook page grew 39%. In Australia, we were the number one most talked about Facebook page and 23rd globally. Seventy-six thousand virtual Coke cans were shared online and 378,000 custom Coke cans were printed at local Westfield malls across the country.

The campaign also changed attitudes: over the campaign, teens claimed it gave them a 'very positive' impression of Coke. Scores on 'always doing new things','is a brand I love' and 'for someone like me' all improved with the young adult audience.

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Share a Coke campaign post-analysis | Marketing Magazine

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Share a Coke campaign post-analysis Campaign:Share a Coke Client: Coca-Cola Agencies: Naked Communications, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean Background With the world flocking to the digital space, the way we connect has started to change, and, it would seem, the more friends we gather online the fewer we see in real ...