My name, your drink. Mass personalisation? Or a social gimmick?

Coca-Cola were sampling exercise in Holborn recently. Free drinks. What’s not to like? In fact, free drinks with your name on. Even better. This year’s campaign features four times more names than previously, including mate, bestie, mum and dad. Nice touches. The return of the campaign was apparentl
Social media mass personalisation
In: Content creation and social media, Publicity and PR, Social media strategy

Coca-Cola were sampling exercise in Holborn recently. Free drinks. What’s not to like? In fact, free drinks with your name on. Even better.

This year’s campaign features four times more names than previously, including mate, bestie, mum and dad. Nice touches.

The return of the campaign was apparently prompted by a massive rise in sales last time round. Not surprised really. Not only will people search out the drink with their name on it, but also the social sharing which the campaign generated meant that the brand was regularly front of mind amongst its target audience. Very clever piece of content creation.

Of course Coca-Cola aren’t the first company to offer personalisation, typically via social channels, for their consumers.

But they do it very well.

Starbucks personalises mass-produced drinks in a very different way, but even so, this attempt at personalisation (typically involving a mis-spelt name) also generates heaps of social sharing.

We’re living in an era where people crave unique experiences, and one in which mass production can accommodate huge variations on a theme.

But as well as that, we’re living in the age of the selfie. And there’s nothing like the chance of free publicity to kickstart innovation.

Written by
Chris Reed
I set up Restless Communications in 2011 to create strategic and integrated campaigns for brands I believe in. Away from work I shout at Arsenal, listen to loud music, and walk my dog.
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