Coca-Cola has struck a partnership with Channel 4 which has seen it create personalised digital TV ads as part of an extension of the Share a Coke campaign - the first deal of its kind for the broadcaster.
Viewers watching 4oD content via Channel4.com will see a 10-second bespoke spot featuring the Channel 4 logo transform into a bottle of Coca-Cola which has been personalised with the individual names of viewers and the strapline ‘Share a Coke’ – followed by a 30-second ad.
“This marks an exciting development for the Share a Coke campaign, as we harness technology to make it more personalised than ever before,” explained Bobby Brittain, marketing strategy and activation director, Coca-Cola Great Britain.
“A huge number of consumers are already going out to find Coca-Cola bottles with their name on, but engaging with the campaign online and through social media. These new innovations will help us reach an even wider audience with timely, relevant advertising.”
Coca-Cola has targeted Channel 4’s 16-34 demographic. Earlier this year the broadcaster stated its database of registered viewers had reached over 10 million registered viewers, which includes one in two of all 16-24 year olds in the UK.
For the out-of-home element there have been 7,000 6 sheets for ‘Share a Coke’ rolled out across the county and London buses. The ads vary with approximately 200 names, 50 chosen by consumers courtesy of Facebook vote.
In addition, Coca-Cola has launched further, personalised content with a focus on social media whilst working with key YouTube Vloggers for a content push throughout the summer.
For consumers who can’t find their name on shelves, a new e-commerce platform has been launched where they will be able to buy a glass bottle.
Across all media, Coca-Cola has projected the campaign will be seen by approximately 94 per cent of population, 20 times, while the out-of-home activity will be seen by approximately 89 per cent of the population.