Coke has launched its new “Share a Coke” campaign in July 2014. They have built on the success of their 2013 campaign with some new and exciting elements by using developments in technology to make their advertising more personalised.
The campaign kicked off with a TV ad featuring Bobby the dog hunting for his own personalised bottle of Coke. Bobby finds his name on a Coca-Cola outdoor ad. New outdoor ads will feature 200 names, 50 of which have been chosen by consumers through Facebook.
Coke has also worked with Channel 4 this year to provide personalised adverts featuring viewers names via 4oD and Channel4.com.
We all love receiving communications that are tailored to us, by incorporating our name or interests at a relevant time. The digital world is leading the way but traditional media, like direct mail are following close behind.
Neopost, a leading solutions provider in the postal and related digital communications industry are sponsors of the Best Data Strategy category of the 2014 DMA Awards.
Phil Hutchison, Operational Marketing Director, at Neopost says “this is a really good example of how Coke and Channel 4, using their 10 million viewer database, have used data to personalise their communications, getting the right message, to the right person, at the right time.”
Read Phil’s Hutchison blog “Why data (Not Bobby the dog) is the real star of Share a Coke Campaign” at http://goo.gl/ebeyOj