M1 - Cross media advertising campaigns

Cross media advertising campaigns

Coca-Cola's "share a coke" campaign

The share a coke campaign was made in 2011 to increase consumer engagement for the coke company. They did this be integrating common names or phrases on their coke cans such as "share a coke with Abby" or "Share a coke with dad". This was to create a personal connection between the consumer and the product and this campaign was successful, generating a total of 1.5 billion personalized bottles all over the world. 

The campaign leveraged through numerous social media platforms such as Facebook, twitter and Instagram to encourage consumers to share posts of themselves with a personalized bottle of their own name under the hashtag #ShareACoke, this became a popular hashtag thread and ended up growing the trend even further. 

Coca-Cola increased the attention of the campaign by making a dedicated website for consumers to create their own personalized coke cans instead of finding the names they wanted in shops, this was done to give consumers the chance to get the cans for family, friends or even themselves if they don't have a common name. The names were randomized on a list for the most common names from each country to increase the chances of people from other countries also getting into the trend. 

Once the trend had grown to a high point they decided to put the personalized logos on bottles and merchandise such as t-shirts, hoodies and hats which gained an even higher revenue for Coca-Cola.

Nike's "Just do it" campaign

The "Just do it" campaign is one of the most iconic campaigns, known by most people globally. The campaign started in 1988 with multiple television commercials displaying popular athletes intensely training or working out. These commercials had a theme of determination, inspiring the audience to work towards their goals and "just do it". As the years went on the advertisement got more and more popular and once the digital age had been reached the campaign became a great viral sensation with people posting their completion of goals such as losing an amount of weight, gaining muscle or running a marathon, they did this under the hashtag #JustDoIt which caused the trend to continue growing. Nike decided to start making endorsements with popular athletes from all different sports such as Michael Jordan, Cristiano Ronaldo and Serena Williams. Nike created products based on these athletes such as the Jordan 1 trainers or CR7 football boots which caused an extreme boost in revenue for Nike as these shoes became very popular among consumers. Besides the TV commercials, Nike also created print advertisements in magazines, billboards and newspapers to further put out the "Just do it" message, these print advertisements typically had a well known athlete in a training position such as running or playing their own sport with the iconic slogan over it. Overall, the just do it campaign was extremely successful as it increased Nike's market share from 18% to 43% which is 877 million to 9.2 billion.

Consistency within both campaigns.

Within the Coca-Cola "share a coke" campaign they made sure that the advertisements which they had created had a very strict consistency, the way in which they managed to do this was by creating each advertisement by a set layout of a picture or advertisement with the phrase "Share a coke with..." followed by a Coca-Cola bottle which has a random name on it. They made sure to keep this consistency as the main idea and interesting factor of the campaign was the fact that the bottles were personalised to the audience, due to this they had to create each advertisement so that it displays the personalised bottles rather than the Coca-Cola product itself. 

Within the Nike "Just do it" campaign they decided to base the advertisements around inconsistency. The way in which they did this was by making sure that each form of advertisement would display different aspects of sports or forms of achievement to motivate and keep the audience interested. However, they decided to keep the consistent message of "Just do it" within every advertisement while also always showing scenes or examples which are motivating. This means that Nike decided to have a mix in consistency within their advertisements which was useful as it kept the audience interested in the campaign itself without altering the overall message of the campaign.