Coca-Cola- IMC

Coca-Cola: 

Coca Cola was invented in May 1886 by Dr. John S Pemberton in Atlanta, Georgia. The name "Coca Cola" was suggested by Dr. Pemberton's book keeper Frank Robinson

Share A Coke:

Coca-Cola have very cleverly used the power of first names in a quirky and social way by replacing its traditional branding with the top 150 popular Aussie names on coke bottles and cans and has generated a buzz by distributing these fun personalized products nationwide.

The campaign is a perfect example of an integrated marketing communications campaign as it uses various communication tools to promote to its target audience one clear consistent message to connect with their loved ones and 'Share a Coke'.

Target audience:

IMC(Integrated Marketing Communication):

Tools Of IMC:

TVC:

In this Campaign they help consumers to express feelings of gratitude and appreciation to friends and loved ones through their TVC.That by purchasing a coke with a friend/loved ones name on you are thinking about and what they have done.By purchasing Coke you are giving a little bit back to them.

Print Media:

Digital Advertisement:

They also promote their campaign in youtube which was a great success for Coca-Cola

Out-of-Home Media:

Coke has also introduced advertising on bus billboards and on bus stops recently into the ‘Share a Coke’ campaign.

Interactive marketing:

Social Media- Coca-Cola launched the ‘Share a Coke’ campaign on Facebook on the 1^st of October. Facebook users can share a customized virtual can with friends, create their own Coke commercials with pictures from their Facebook albums and are then encouraged to share their personalized commercials on You-Tube and Facebook. Consumers are also able to download one of the 150 name songs off the campaigns Facebook page, produced in partnership with Southern Cross Austereo.

Interactive Billboard:

Using the iconic Coca-Cola billboard in Sydney’s kings Cross to run a promotion that display’s the names of public as they send them into coke via SMS.Coke then sends the person a picture with their name on the Kings Cross Coca-Cola Sign.

Internet Share with #Shareacoke:

Sales Promotion:

Coca-Cola have integrated a competition element into the campaign ‘Coke Unleashed’ that gives consumers the chance to win one of four $50,000 cash prizes. The prizes act as incentives and aim to encourage the consumer to make an immediate purchase. The promotion on offer is when consumers buy any 450ml, 600ml, 1.25L or 2L bottle of Coke all that needs to be done is for them to enter the code on the bottle label either by SMS or online between October 1 and December 23 for their chance to win.

Direct Marketing:

Coca-Cola Kiosks: 

If consumer can't find a bottle of coke with the name they are looking for, their is the option for them to go to a Coca Cola kiosk at one of 18 participating Westfield shopping centers where the coke staff will assist them in creating their very own personalized can of coke with whatever name they choose.

Public Relation:

Feedback From consumer: 

Coca-Cola launched their second phase of the campaign,inviting consumers to vote on 50 new names to be new names to be put on bottle and cans.In this phase another 50 names will be added which can voted on by public.

Personal Selling:

With the kiosk coca cola’s team is selling personally their product to their customer and attracting them by the innovative concept of their name & one of their friend’s name on the can.

Opinion:

One of the reasons this campaign has been so successful is because it directly appeals to individual consumers.It’s important that a company should consider how campaign will be perceived at the individual level.They mixed all the IMC tools to communicate with their target audience and they created a huge impact on the consumers