Dive Brief:
- Coca-Cola has launched two promotions on social media aimed at getting consumers to pass the beverage on to friends.
- The "Share-a-Coke" initiative, which features bottles where the logo has been replaced by first names that are popular with millennials, is the best-performing campaign of the summer, according to analytics company Networked Insights.
- A new and unrelated initiative lets folks "tweet-a-Coke" to friends through Twitter. For $5, customers can send a tweet that gives their buddy an e-card that can be redeemed at some theaters.
Dive Insight:
It's been more than 40 years since the folks in Coca-Cola's marketing department created the idea of buying the world a Coke. Seemingly, the company would still like us to do that. And with personalized bottles and social-media distribution, it may actually be possible.