Reklamna agencija Coca-Cole u Rumuniji McCann Erickson/MRM Worldwide osmislila je odličnu kampanju koja je uspešno povezala klasičan medij televiziju s društvenim mrežama.
Kampanja pod nazivom “Hajde da jedemo zajedno” (Let’s eat together), zasnovana na činjenici da sve više ljudi više ne jede u društvu, pozvala je preko reklama i televizijskih najava korisnike Twittera da svojim porukama na televiziji pozovu osobu koju žele na zajednički obrok. Rumunski Pro TV dizajnirao je poseban softerski kod da omogući da se Twitter poruke korisnika prikazuju na televiziji u realnom vremenu, pa je tako za vreme kampanje na televiziji objavljeno na stotine tvitova i ostvareno preko milion prikaza Coca-Coline reklame na društvenim mrežama. Pored toga, Coca-Cola je u Rumuniji dobila 15 odsto više sledbenika na Twitteru i praktično naterala ljude da ispred televizije čekaju na njenu reklamu.
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Have a Coke, Dinner, and a Tweet — Coca-Cola’s Live Integration of Advertising and Social Media
Across Europe, Coca-Cola is asking people to share more than just a Coke. In doing so it has created an ingenious campaign that not just extends its brand value but has also increased social engagement.
Key to the campaign is Coca-Cola popping the bottle cap on the insight that in Romania, 60% of people don’t eat meals together. Instead, they eat alone in front of the TV. With the help of ad agency MRM Worldwide-Romania, Coke created a series of TV ads around the theme of “Let’s Eat Together.” Central to the ads was the agency and Romania’s Pro TV inserting live Tweets into the commercials, many of them invitations for people to come over for dinner.
In a matter of weeks, hundreds of live Tweets aired in the commercials and by Coca-Cola’s account the campaign earned more than a million social media impressions.
The campaign has expanded now to Italy where celebrity chefs created meals for total strangers all with the goal of getting people to sit down together to share a meal.
Of course, the strategy of the campaign is to boost sales by increasing rate of use. Coca-Cola has been exceptionally effective getting consumers to associate Coke with happiness. In this campaign, Coca-Cola is encouraging people to not just share a Coke during a pleasurable moment, but during dinner. In the process it has also encouraged them to share the experience on social media.
A powerful brand extension executed wonderfully by a powerful brand. Who’s hungry?
by Timothy Blotz
Coca-Cola Happiness Table
A Coca-Cola delivery truck is transformed into a happiness table in a small square in Naples. Famous chef Simone Rugiati is on a mission asking people to eat together delivering “doses” of happiness through a magic food cloche.
