In the summer of 2013 Coca-Cola resigned their famous lettering on Coke bottles and cans in favour of the most famous names of German teenagers.
The whole potential of the campaign came to life on various online channels, either the campaign video from German DJ-Duo Laserkraft 3D with personalizable elements, the „Picture of the day“ from all social channels using the campaign Hashtag or last but not least the possibility to order your individual Coke online using the e-shop.
Besides all online activities, a massive OOH-campaign featuring a 100m hoarding right at the construction site of the Berlin Stadtschloss and the branded Humboldt-Box right next to it made sure all of Berlin was aware of the campaign. Multiple posters on townwalls and in cinemas spread the OOH campaign all over Germany.
coke.de/friend
The first Coke with your name on it
After entering your name directly on the label, you can share your own Coke online using Facebook – or simply order it using the e-shop, resulting in your own iconic 0,2l glasbottle being produced.
The official campaign music video was created by Laserkraft 3D. Every user can be the main character of this video – and have three more friends join him in the personalized video, using either Facebook connect or simply enter the names. More than 1 million viewed videos show the success of this personalized video.
Every day the „Picture of the day“ is chosen. Thousands of pictures tagged with the campaign Hashtag #MeineCoke show the users engagement. Creativity is shown in numerous ways, with users climbing on crates searching for their names or taking pictures of the website showing their pic as the current „Picture of the day“.
