To my fellow Coke/Spotify fans,
Following the Share a Coke campaign which launched last summer in social, outdoor and digital platforms. Coke has yet revealed another creative experience for its customers. The new edition to the campaign has integrated the use of Spotify to undergo this idea.
The aim of the campaign is to help Australians reconnect with their friends and family, whilst reliving special memories through the sharing of music. This could be assessed thru the QR codes and URL printed on the Coke cans. The series of Coke bottles between the years 1938 to 2012 will be launched, along with the QR codes and URL link printed on the packaging. The codes will thus link customers using their mobile phones or into their Spotify desktop program, to 50 significant songs based on the year printed on the Cola pack.
Source Opinions of the Lab
The campaign will run until December, promoting the fact that now, consumers will not only be able to share Coke cans specialised to their loved ones, but also through the use of music, nostalgic memories linked to that certain period and Coke packaging, could also be shared and relived. This movement marks the first time Coke has ever advertised on a local musical platform.
music is a universal connector for people across cultures and generations, as well as an emotive connector
-Lucie Austin, Coca Cola South-Pacific Marketing Director
This is their current Spotify interface
Which not only allows users to share tracks, but engaging users globally through pinning their favourite places alongside their music, using Facebook Places.
Reminds you of some companies creating a playlist on Spotify such as Herbal Essences, trying to connect with their customers on a melodious level doesn’t it? It’s amazing recognising the efforts of such a big company like Coca Cola, still attempting to promote itself so extravagantly. This will hopefully encourage customers to buy Coke bottles not only for the sake of drinking it, but also unlocking the 50 tracks and collect iconic Coke packaging.
It certainly does revolutionise the way brands will need to promote and engage themselves in the current societal context.
C’est La Vie! Xx