I’d Like To Buy The World A (Virtual) Coke, And Keep It Company

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What do you get when you combine the longest-running American sitcom, one of the world’s most popular brands, one of the biggest TV-watching days of the year, an online community of over 350 million active users, and a worthy cause? Marketing gold.

Coca-Cola has launched a Facebook campaign in which users can send their friends virtual bottles of Coke. In return, they get to watch 20-second previews of the commercials that will run during the Super Bowl. And for every bottle sent, the company will donate $1 to the Boys & Girls Clubs of America. In addition, on February 7th at noon, gift-givers will get to watch the full ads before they’re aired later that night during the game.[more]

Now, you might be thinking “big whoop,” it’s just some dumb commercials. And virtual Coke bottles? Who cares? However, the company was smart enough to anticipate this, and so they didn’t just make any commercials. They made commercials starring the characters from the Simpsons. Not only this, the commercials are actually funny (as to the virtual bottles of Coke, you’re just going to have to live with them).

And, just to make sure all their bases were covered, Coke decided to give all the profits to a worthy cause. Katie Bayne, CMO of Coca-Cola North America, noted, “By using our Super Bowl ads to invite people to join us in supporting Boys & Girls Clubs, we’re going beyond simply airing great commercials on a terrific live television event. We’re reminding people that whenever they enjoy a Coca-Cola, they play a role in helping us make a difference in the lives of others.

All-in-all a pretty harmonious campaign.

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