Direct > Channels
FITZCO//McCANN, Atlanta / COCA-COLA / 2018
Awards:
Overview
Credits
CampaignDescription
We didn't do a :30 radio ad. Instead, we let people know Share A Coke is back with more names than ever, by creating a totally unique song for every name on Coke bottles - over 1,000.
Execution
Some of the greatest songs in history are tributes to people. Jude, Billie Jean, Roxanne. But what about the rest of us?
This summer we took Share a Coke to a whole new level, by crafting a totally unique song, for every name on Coke bottles. Over 1,000 of them.
We wrote songs for first names, last names, and even rare names never featured on a keychain, much less the hook of a song. It took 30 songwriters, 45 musicians, and over 2625 hours of songwriting.
Try your name at 1ksongs.com
Outcome
There was a 177% increase in traffic to the e-commerce site, and a 264% increase in transactions from 2016 to 2017.
Relevancy
This campaign went directly to our audience - by name. We gave teens and young adults a unique song written for every single name on Coke bottles. Over 1,000 of them. We reached them on radio, online, in social and at retail. The songs included hundreds of rare and underappreciated first and last names that never get any love, and encouraged people to share in social and request their song on radio.
Strategy
We launched in radio with so many names you never heard the same one twice. The spots drove people to a special Coke website to find their song and share in social. We even wrote hundreds of songs in Spanish. When people tweeted about not having their name, we wrote custom songs in real time.
Synopsis
U.S. Teens and young adults loved Coke's Share A Coke campaign with names on bottles. But how do you bring excitement to a program entering its fourth year, with a brief for a :30 radio ad?
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