via http://adage.com
Coke's "Open for Summer" campaign will kick off next week with more
partners than ever. The brand has enlisted more than 200 partners, such
as Coppertone and iHeartRadio, as well as more than 110 customers like
AMC Theatres, McDonalds and Delta on board for the program, equivalent
to the number that participated in the brand's London Olympics effort.
The campaign is organized around six "passion points:" food, waves,
sports, travel, entertainment and outdoors. Coke was careful to secure
plenty of partners for each category, given that offers will be updated
monthly over the next four months.
"What's interesting about this summer is it's the first time in a while
where we've been able to truly own summer. It's not an Olympic year,
it's not [World Cup]," said Jennifer Healan, group director-integrated
marketing content.
Online, the brand is introducing its first interactive video as a way to
promote its numerous partners. Throughout the video icons, associated
with the campaign's six passion points jump out of the video. Clicking
on the icons takes consumers to another scene where an offer from one of
Coke's partners is available for redemption.
"We started with a brief, Coke equals summer and summer equals Coke, and
brought it to life through the power of our partnerships into a very
integrated program," said Andy McMillin, VP-Coca-Cola Trademark Brands.
"We're really excited about the depth of this program."
The campaign includes a TV spot, breaking next Wednesday during
"American Idol," out-of-home, radio, cinema, digital and experiential
components, as well as themed packaging. Wieden & Kennedy is Coke's agency.
The experiential component, in particular, will tie back to "The Ahh
Effect," a teen-focused digital campaign. "Swelter Stopper" pop-up
locations will include "Ahh" experiences related to that campaign, Ms.
Healan said. "[This campaign] is another point in that continuation of
2013 and our messaging," she said.
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