Recently, Coca-Cola’s “Share a Coke” campaign helped the company boost U.S. sales of its carbonated beverage by more than 2 percent. Beginning with a campaign to re-engage Australian consumers with the brand, “Share a Coke” allowed people to buy bottles of Coca-Cola with their name on them and share these personalized bottles, either digitally or physically, with their friends and the rest of the world. In our current social media-dominated environment, personalization is paramount, offering consumers a way to talk, connect, and share their experiences with others. “Share a Coke” encouraged consumers to post their personalized bottles on social media platforms like Facebook, Instagram, Tumblr, and Twitter, and inspired viral videos, including a famous “Share a Coke” marriage proposal. Coca-Cola’s “Summer of Sharing” generated a level of consumer-driven buzz that effectively reversed the decline in sales that the company had suffered for the previous few years. Visit http://www.coca-cola.co.uk/share-a- coke and take a look at the United Kingdom’s “Share a Coke” story. 1. Do you think that social media buzz is an effective way to promote a product? Why or why not? 2. Have you ever participated in a social media campaign like “Share a Coke”? If so, how did your participation in the campaign impact your purchase decision?
Recently, Coca-Cola’s “Share a Coke” campaign helped the company boost U.S. sales of its carbonated beverage
by more than 2 percent. Beginning with a campaign to re-engage Australian consumers with the brand, “Share a
Coke” allowed people to buy bottles of Coca-Cola with their name on them and share these personalized bottles, either
digitally or physically, with their friends and the rest of the world. In our current social media-dominated environment,
personalization is paramount, offering consumers a way to talk, connect, and share their experiences with others.
“Share a Coke” encouraged consumers to post their personalized bottles on social media platforms like Facebook,
Instagram, Tumblr, and Twitter, and inspired viral videos, including a famous “Share a Coke” marriage proposal.
Coca-Cola’s “Summer of Sharing” generated a level of consumer-driven buzz that effectively reversed the decline in sales that the company had suffered for the previous few years. Visit http://www.coca-cola.co.uk/share-a- coke and take a look at the United Kingdom’s “Share
a Coke” story.
1. Do you think that social media buzz is an effective way to promote a product? Why or why not?
2. Have you ever participated in a social media campaign like “Share a Coke”? If so, how did your participation in
the campaign impact your purchase decision?
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