Of the experiences shared on social media, people often share their moments with music or and lyrics.

Songs aren’t just “songs,” they’re social media captions and soundtracks that convey the feelings and emotions behind moments. In doubt? Pop culture websites often feature content such as “53 Selena Gomez Lyrics That Should Totally Be Your Instagram Captions.”

Our key insight: People use songs as a language to express themselves. Songs communicate the real meaning and emotion behind their moments.

The idea: Make #shareacoke lyrics a language for people to express the stories and feelings behind their favorite moments.

To spark content creation with teens, we used Shazam image recognition technology to turn our Coke bottles into a musical Karaoke experience with customizable stickers. On Musical.ly, we developed a social challenge to create videos using songs from our branded playlist.

To create participation, we reached people in real time with the perfect lyric for the moment using contextual and mood targeting in digital, social, TV and out-of-home. We targeted popular conversation topics such as squad and bae, turning up, or #blessed moments with appropriate lyrics.

We showcased engaging moments by creating the first Carpool Karaoke brand integration with James Corden, and congratulated a winning influencer with “All I do is Win” at the BET Awards. On Spotify we explored cultural moments behind our songs by building the first branded Behind the Lyrics playlist powered by lyrics annotation website Genius. Finally, we rallied influencers to share their moments with lyrics.

We ignited the conversation with 6.2 million earned and shared social expressions, more than four times that of previous campaigns.

We drove this excitement through:

• 953,000 Musical.ly video submissions (the highest ever for a brand), which generated 134 million views

• 36 million YouTube views of Carpool Karaoke (+9% vs average)

• The most-liked Instagram picture ever with Selena Gomez’s Coke photo (4.1 million hearts, 170,000 comments)

• 882 million PR impressions

By the end of the summer we proved that even in year three of the ‘Share a Coke’ program, “We never go out of style.”