|Coca-Cola Reveals What's in a Name
By: Mona Sabbah
Coca-Cola has done it again; they've launched a new interactive billboard in New York’s Times Square for their latest “Share a Coke” campaign. But before I talk about this latest effort, here’s a little background. At the heart of the campaign is the microsite Coke created with Google, with facts about 1,000 names that were printed on its cans and bottles this summer.
For example, most Larrys are dog people, according to Google’s data. So I tried it myself by typing in my name on name.shareacoke.com. So apparently Mona is a legend, an adventurer, a superstar, and a dreamer. I’ll take that!
For the interactive billboard, Coke partnered up with Clear Channel Outdoor to help recreate the microsite in Times Square. In this case, the “Share a Coke” campaign is activated through Twitter. People can tweet their name along with the hashtag #Cokemyname, which populates the billboard in real time.
A webcam from across the street snaps a picture of the billboard plus name facts and Coke’s social media team tweets back the picture to the person an hour later. So Coca-Cola fans don’t actually have to be in Times Square to be part of the campaign. Of course, this makes for more retweets and social impressions.
It’s a great example of mobile, digital, and traditional advertising colliding to make one great campaign. So far, it’s been two weeks, with 200 custom messages per day, with the billboard being the only promotion behind the campaign.
See what your name means at name.shareacoke.com.
Mona Sabbah is a Senior Copywriter/Creative Director with over 12 years of experience writing for print, TV, radio, and online. Mona has worked on a number of accounts from The Florida Lottery to Air Canada and Keiser University. You can see some of her work at http://www.miamicopywriter.com/. Find her on Twitter at @miamicopywriter.
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