Share a Coke and 4OD

Story of the film

This film tells the story of how data was used creatively to amplify a VoD campaign, leading to impressive results. MediaCom worked in partnership with Channel 4, using their dynamic VoD platforms to drive a truly unique and personalized experience for viewers. ‘Share a Coke’ won the 2015 Thinkbox TV Planning Awards for Best Use of Data. 

Summary

How do you maintain the momentum and impact of a campaign as famous and awarded as Share a Coke? Mediacom’s job was to add a more personal touch which drove trial with a young audience. Only this time they didn’t have the element of surprise!

This film tells the story of how MediaCom and Coca-Cola worked in partnership with Channel 4, and using the dynamic technology of the 4oD Adapt iVoD format, viewers aged between 16-34 were served a bespoke ‘Share A Coke With’ message with their own name featured on the bottle’s label. Viewers could share this directly on Facebook and Twitter driving buzz and brand affinity.

By using quality, first-party broadcaster data Coke were able to offer something tangible and unique that made consumers stop, smile and talk. And it delivered that moment to people in their own home.

Simple, scaled and impactful, the results showed strong uplifts in both hard and soft brand metrics, with ad recall at 71% and purchase Intent amongst the target audience increasing by an impressive 24%

Film contributors

  • Simon Lindsell, Former Connect Manager, MediaCom
  • Chris Ross, Senior Brand Activation Manager, Coca-Cola
  • Danny Peace, Agency Principal, Channel 4
  • Contribution from Tess Alps, Chair of Judges and Chair of Thinkbox


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