Coca-Cola provided a consumer unique brand experience during the Chinese New Year holiday, through a ‘Coke wish bottle’ campaign, attracting over 6.8 million participants, and 3,7 million wishes was generated. Coke teamed up with top SNS platforms like RenRen, Sina M-blog, Kaixin001 and invited consumers to make their new year wishes, sharing with their loved ones/ friends and display the works to the whole world- and produced the [2011 I Want to:...] invitation and 3D wish bottle on the campaign main page. Highly integrated the CNY holiday spirit and with easy-participating mechanism, the campaign attracted over 6.8 million participants, and 3,7 million wishes were generated.
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Brand: Coca-Cola | Sector: FMCG, Food and beverage | Coutry: China | Objective: Build brand engagement | Agency: Isobar | Format: Social media, Gaming |
Results:
The total participation Views: 6,848,491 (to participate in the Wishing Views / vote passengers / works sharing the total number of / willing Views / Huan grab the moment Attendance) KPI reach a rate of 233.50%
• participate in the Wishing Views: 3,789,127
• Total generate 2,837,785 virtual willing bottles
• 10,846,354 solo Unique Visitors • 12,872,140 Clicks, KPI achievement rate of 133.36%
