Coca-Cola partners up with Universal Music and Spotify to launch its Summer ‘Share a Coke and a Song’ integrated campaign via Host, Sydney


FAE237DA-D373-48B0-B12F-6CDF18D90802.jpgThis summer, Coca-Cola has teamed up with Universal Music and Spotify to help Australians relive special moments in their lives and re-connect with friends and family, by sharing a Coke and a song via Host, Sydney.

The campaign promises to be one of the most ambitious and innovative Coke campaigns to date, connecting people with the power of music, and being activated across digital, social, outdoor and television.

Running until December, the ‘Share a Coke and a Song’ campaign will see the packaging of selected bottles and cans of Coke, Diet Coke and Coke Zero feature a year from the introduction of Coke in Australia in 1938 to the present day. By scanning the QR code or visiting the URL code on the Coke pack, consumers can unlock 50 popular songs from that year. Harnessing the popularity of social media to connect and share moments, Coke is making it easy for people to share a Coke and a song with their friends and family via Facebook, Twitter and email.

Says Lucie Austin, marketing director, Coca-Cola South Pacific: “Music is not only a universal connector for people across cultures and generations; people often associate songs with emotions, people, and places they’ve experienced in the past. We’ve all heard the first few bars of a song and been instantly taken back to a special moment that was shared and enjoyed with others.

“This unique campaign taps into people’s love of singing, dancing and sharing memories. By putting years on Coca-Cola packs and linking to 50 popular songs from that year, we are giving people the social invitation to celebrate and share those special moments linked with a particular year. This is a fun way for our consumers to find a year that is special to them, and then enjoy sharing a Coke and a song from that year with their family and friends.”

In addition to the 50 popular songs from each year that will be available by scanning one of the selected packs, Coca-Cola has partnered with Spotify to allow consumers to share the music of their most memorable moments via Facebook. From 24 September, Coke will encourage Aussies to select and share the song that made their music festival, reminds them of their first kiss or a great night out. All of the moments and songs will then be collated on Spotify to create playlists – searchable by moment and a year.

Communications Strategy: Naked

Creative: Host, Sydney

Digital / Social media: Wunderman

Media: IKON

POS: Fuel

Promotions: Wunderman

Music consultancy: The Sound Campaign

PR: One Green Bean