Following on from the success of the initial Share a Coke campaign, Coca-Cola has partnered with Universal Music so New Zealanders "can relive these special moments with friends and family by sharing a Coke and a song".
The major insight of the first instalment was that humans love a bit of personalisation/are remarkably narcissistic. And the major insight of this continuation is that we all have memories associated with music, from sexy time to classic road trips to live gigs to horrible accidents. So Kiwis will be able to lift the lid on more than 2,500 songs from the last 50 years of popular music as special bottles and cans of Coke and Coke Zero hit the shelves.
Coca-Cola worked with Universal to select the songs and make them available for streaming via the shareacoke.co.nz Facebook app. Each specially marked pack features a year between 1963 and 2013 and provides online access to 50 popular songs from that year to listen to and share with friends and family via Facebook and email.
By exploring, enjoying and sharing songs, Coca Cola also hopes Kiwis will help answer the question: what are our favourite years of music and why?
"We all know the feeling when we hear the first few beats of a song and are instantly taken back to a special time," says Brid Drohan-Stewart, Coca-Cola sparkling beverages marketing manager. "Share a Cokeand a Song is about giving people the chance to have that experience over and over as they explore 50 years of music and to reconnect with the moments and people that matter to them."
The campaign also has digital, social, outdoor, television and radio support, but we haven't been able to get our greasy mitts on any of it yet. Here's how Aussie agency Host sold it across the ditch.
When the campaign launched in Australia over summer 2012, it also released a Spotify app, but we've been unable to confirm if that's the case here.
"www.shareacoke.co.nz, which also sits within Coca-Cola NZ's well-followed Facebook page, lets Kiwis 'Share a Coke and a Song' whenever and where-ever, whether they are using a desktop, tablet or their mobile," says Brid Drohan-Stewart. "We look forward to working with Spotify again in the future, but unfortunately at time of going live they didn't have a mobile app available for use in NZ for this campaign, so we opted to develop the single www.shareacoke.co.nz platform."
Communications Strategy: Naked
Creative including Digital & Social: Ogilvy
Digital technical & Music consultancy: Satellite Media
PR: Network Communication
Packaging & POS: Passport, Energi
Insights: Colmar Brunton