Coca-Cola: Share a Coke
Coca-Cola had data that said 10 million US teens hadn’t consumed Coke in the past year, so their goal was to make a more personal connection in hopes that they would buy more. Their thoughts were what could be more personal than your name? So they took 250 of the most common teen names and stuck them on the Coke bottles. What differentiated them from competitors was the extremely important role that their packaging (owned media) played. The hashtag #ShareaCoke also played a big role. Teens were able to get involved on social media and helped to spread the word more. Over the course of the summer 1.25 million more teens tried a Coke and sales rose 11%.