Coke’s newest marketing campaign shares the nostalgia of music

Further expanding on its hugely successful ‘Share A Coke’ campaign, Coca-Cola will incorporate iconic music from years gone by in its next marketing campaign.

The beverage giant has teamed up with Universal Music and Spotify to offer consumers access to songs from every year since Coke’s introduction in Australia in 1938.

The company believed the campaign will be one of the most ambitious and innovative COKE campaigns to date, connecting people with the power of music, and being activated across digital, social, outdoor and television.

The ‘Share a COKE and a Song’ campaign will run until December 2012.

Packaging of selected bottles and cans of Coke, Diet Coke and Coke Zero will feature a year and a QR code, which when scanned, will allow consumers to unlock 50 popular songs from that year.

Carrying on from the unprecedented success of the original Share A Coke promotion, which saw the beverage company print the most popular names in Australia on the labels of Coke bottles, the new extension of the campaign will again have a huge social media presence.

Consumers will be encouraged to use Facebook, Twitter and email to share their unlocked music, according to Lucie Austin, Marketing Director, Coca-Cola Asia Pacific.

“Music is not only a universal connector for people across cultures and generations; people often associate songs with emotions, people, and places they’ve experienced in the past,” she said.

“We’ve all heard the first few bars of a song and been instantly taken back to a special moment that was shared and enjoyed with others.

“This unique campaign taps into people’s love of singing, dancing and sharing memories.

“By putting years on Coca-Cols packs and linking to 50 popular songs from that year, we are giving people the social invitation to celebrate and share those special moments linked with a particular year.

“This is a fun way for our consumers to find a year that is special to them, and then enjoy sharing a Coke and a song from that year with their family and friends.”

From 24 September, Coke will encourage Aussies to select and share the song that made their music festival, reminds them of their first kiss or a great night out.

All of the moments and songs will then be collated on Spotify to create playlists – searchable by moment and a year.

What do you think of Coca-Cola’s latest marketing campaign? Will you tune in to listen to some golden oldies?

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