'Share A Coke' Campaign Dominates Summer Beverage Ads on Social Media

The Coca-Cola Company's summer campaign, 'Share A Coke,' is leading other major beverage campaigns in terms of digital engagement and consumer sentiment. According to a study by analytics company Networked Insights, over 125,000 campaign-related posts have been shared across all digital channels since its launch in the US in June. The majority of these posts (96%) have been either positive or neutral, with only 5% being negative.

The campaign features customized Coke bottles with popular names and friendly identifiers such as 'bestie' and 'star,' allowing users to create virtual personalized bottles and share them on social media platforms like Facebook, Tumblr, Twitter, and Instagram. Additionally, consumers who use the hashtag #ShareaCoke can earn chances to be featured on Coca-Cola billboards across the country and in a ShareaCoke.com gallery.

Compared to other major summer beverage campaigns, 'Share A Coke' has shown significant results, with a campaign share of voice of 0.00166%, a brand share of voice of 0.01576%, and a brand lift of 11.8%. In contrast, Bud Light's 'Whatever USA' campaign had a campaign share of voice of 0.00011% and a brand lift of 8.1%, while Coors Light's 'Live Summer' campaign had a campaign share of voice of 0.00006% and a brand lift of 11.2%.