Coca- Cola “Share A COKE” | 2012 IAB Awards

Posted by IAB Australia On July 19, 2012 Research & Resources


2012 IAB Awards | Social Media Marketing Winner

Coca- Cola “Share A COKE”
Agency: Ikon Communications with Ogilvy, Wunderman & Naked Communications
Client: Coca- Cola

Coca-Cola has always been an integral part of people coming together. But with the world flocking to the digital space, how they connected needed to change: research showed Coca-Cola was losing relevance amongst their core target groups so they wanted an idea that would make a big splash and get people talking with a mass appeal.

After 125 years of putting the same name on every bottle of Coke, 150 popular Australian names were added on the pack, inviting all Aussies to ‘Share a COKE’ with Matt, Sarah or Jess during Summer 2011. The aim was to bring people together on a more personal level and acted as tool to find, connect and share with people they know; with the best conversation starter of all – a first name. Communicating via social media, consumers were asked who they wanted to ‘Share a COKE’ with, with requests for names flooding in. Embedded sharing was also used throughout all touch points, including the ability to MMS and share an image of a friend’s name up in lights at the iconic Coca-Cola sign in Kings Cross through Facebook.

The campaign resulted in 230,000 new households buying into the Share a COKE campaign, with 40% of purchases driven by the campaign.

The Facebook page became the most talked about locally and 23rd globally, with an increased traffic of 870%, 121m impressions and 374,946 entries to a win $50k to share with a mate. Young adult consumption increased significantly during the campaign, increasing 7% and 75,902 personalized virtual Coke cans were shared.


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.