The Drum Awards for Marketing - Extended Deadline

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By Noel Young, Correspondent

May 10, 2013 | 2 min read

Coca-Cola is making the most of summer! The brand has enlisted more than 200 partners for its "Open for Summer" campaign - the most ever - and about the same as last year's Olympics push.

Coppertone and iHeartRadio, are in there as well as more than 110 customers like AMC Theatres, McDonalds and Delta , reports AdAge.

There are six "passion points:" food, waves, sports, travel, entertainment and outdoors. Offers will be updated monthly over the next four months.

An interactive video will feature the numerous partners. "Throughout the video icons, associated with the campaign's six passion points jump out of the video," says AdAge.

" Clicking on the icons takes consumers to another scene where an offer from one of Coke's partners is available for redemption."

Jennifer Healan, group director-integrated marketing content, pointed out that this wasn't an Olympic year or a World Cup year.

"Its the first time in a while where we've been able to truly own summer. " And Coke is certainly making the most of it!

* Life is never dull in the world of Coke. Even sons who forgot about Mother's Day, may get a fix from Coke Zero.

Led by agency Droga5, the brand's social media team will select the best excuses from forgetful guys, using the hashtag #motherpieces throughout Sunday .

Those selected will be asked to provide a personal photo via Twitter. Ten classically trained painters will be on hand to create, in real time, a "motherpiece" depicting the absent-minded son.

"The turnaround will be quick," Kevin Keith, group director of integrated marketing content for Coca-Cola North America, told Adweek. "it will probably be around 10 minutes. We are not going to make them sit around and wait a long time."

Each of those selected who direct-messages his home address—or his mother's—to the brand on Twitter will receive a framed copy of the portrait.