Shanghai -- Coca-Cola unveiled its summer campaign on Tuesday with the localization of its global "Shake A Coke" initiative in China.
Unlike Western markets in Australia and Europe that use consumer names like Zoe or Dan, Coke's packaging in China feature nicknames such as "cool dude," "fans," and "artistic youth," among many others.
To drive social awareness of its new packaging, Coke has launched a four-day contest to get its more than 105, 700 Sina Weibo fans to repost the nickname that catches their eye on the microblog.
The soft drink company will pick 99 Weibo fans who participated and send them a bottle with the nickname of their choice including a mystery gift.
Coca-Cola also deployed search marketing on Baidu so that the right-hand side of its results page features the TVC of its summer campaign as well as a link to the campaign site.
The campaign site displays customized descriptions of all the nicknames to facilitate easy sharing across Sina and Tencent Weibo as well as RenRen.
Amy Chen, interactive marketing director at Coca-Cola Greater China, says the summer campaign will run for three months and they will be rolling out various initiatives in the coming weeks.
Chen was also at the SES Shanghai conference to talk about the importance of real-time content marketing and brand engagement for social media in China.
Some of the points shared during her presentation include:
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Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.
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