Diet Coke launches Facebook hub
Global drinks leviathan Coca Cola is looking to add some fizz to its Diet Coke brand by teaming up with Facebook to create a “pan-European content hub.”
The promotion is intended to bring Coke’s ‘Love It Light’ campaign to life by engaging with the brands core audience of 17-29 year old women.
Developed by FullSIX the Facebook group will provide members with daily updates on news, gossip, fashion and music along with the opportunity to get personal with Eleanor, Bernadette and Irene, three marionette puppets who star in Diet Coke’s latest TV push.
Viewers will be able to interact with the string puppets by leaving messages and sharing their escapades across twitter and Youtube via a social media sharing tool. The portal will also provide Coke fans with a range of additional rewards including ringtones, wallpaper and competitions.
Diet Coke will heavily market the online push by placing tailored ads online with the link optimised for natural and paid for searches. In addition the link will be included on all Coke’s outdoor, TV and radio broadcasts.
A Coca-Cola Great Britain spokesperson explains: “Facebook allows us to engage in a two way conversation with our target audience and is a fantastic medium for engaging both new and existing diet Coke fans with the ‘Love It Light’ campaign. We're delighted to be using the fresh and exciting content to give our consumers a daily lift.”