SHARE A COKE: TURNING LYRICS INTO LANGUAGE – 07/19/2017
Three years ago, Coca-Cola’s “Share a Coke” campaign transformed their whole approach to summer by featuring names on bottles. Harnessing the power of names, Share a Coke was inherently social.
But after two consecutive summers, the campaign was losing its novelty and momentum.
So Coca-Cola launched a lyrics label campaign, coupled with celebrity endorsements, digital integrations with Shazam, and collaboration with Musical.ly social media.
Date of Publication: 07/19/2017
Source: Shorty Industry Awards?
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