[By Tara Anderson]
In celebration of die-hard fans, Diet Coke amped-up its social brand engagement to life-size proportions, bringing consumers’ love notes to life, with “Retweets of Love,” a part of the “Get a Taste” campaign.
Coca-Cola won hearts with this whimsical expression of appreciation for fans last fall, when it transformed fan tweets into real works of art featured on billboard ads, custom jewelry, framed artwork and magazine pages. Celebrated designers and illustrators including Erik Marinovich, Marta Cerdà Alimbau and Jeff Rogers were roped in by Coke’s creative agency Dogra5, to render fans’ notes of love.
“We’ve been connecting with our biggest and most passionate fans through social media for years, but we felt it was time to return that love in a way that’s as big as our appreciation. A simple retweet just isn’t enough for our loyal fans who love the great taste of Diet Coke,” said Danielle Henry, group director of integrated marketing content at Coca-Cola North America.
Retweeting by creating customized physical adaptations of select consumer tweets had far more impact than simply clicking a button ever could. The final retweet was an interactive walk-through sculpture that dispensed ice-cold Diet Cokes!
Throughout the campaign, over 50 customized gifts were created for some very lucky and passionate Diet Coke fans to commemorate 33 years of Diet Coke. Coca-Cola has been acing the consumer engagement game for a while, both online and off-line, and this campaign was yet another PR hit with consumer championing at the forefront.
(Photo by Tara Anderson)