Answered: Answer The Following questions: 1. How…

Understanding Business

12th Edition

ISBN:9781259929434

Author:William Nickels

Publisher:William Nickels

Chapter1: Taking Risks And Making Profits Within The Dynamic Business Environment

Section: Chapter Questions

Problem 1CE

See similar textbooks

Related questions

Question

Answer The Following questions:

1. How did Coca-Cola company use social media to promote its coke camping? Explain

2. Why was the campaign a success? Discuss & justify.

Transcribed Image Text:Social commerce at coca-cola company While Coke already has one of the most recognizable names in the business world, the company still aims to further enhance its position in the marketplace. A recent campaign was about product personalization. For the first time in its history, Coke printed 250 of the most popular first names in each country on their Coke labels, instead of their actual Coke logo. Coke then used mass media channels such as television, radio, and social media to communicate to customers that their favorite drink might have their name on it. Each bottle also included the hashtag #ShareACoke to remind consumers to post pictures of their personalized Coke bottles on social media using the hashtag. The experience of seeing one's own name on a Coke bottle was so different and unique that consumers actually paid higher prices to get one of their "own" bottles of Coke and then shared them on social media. Images of Coke bottles were shared on Instagram, Twitter, and Facebook with the #ShareACoke hashtag and then displayed across digital billboards throughout the country. To enhance their campaign, Coca-Cola created a Web site, www.shareacoke.com, where consumers could go and create virtual Coke bottles with the names of their friends and family on them to be shared on social media. The result of this campaign was millions of posted pictures, thousands of virtual Coke cans made, and three times as many Coke bottles sold in the United Kingdom compared to Pepsi during this s-commerce campaign period

Expert Solution