| Title | TWEET MACHINE |
| Brand | COCA-COLA |
| Product/Service | COCA-COLA |
| Category |
A09. USE OF SOCIAL IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
|
THE CYRANOS McCANN Barcelona, SPAIN
|
|
Advertising Agency
|
THE CYRANOS McCANN Barcelona, SPAIN
|
|
Production Company
|
BLUR Barcelona, SPAIN
|
Credits
| Leandro Raposo |
The Cyranos Mccann |
Creative President |
| Pablo Colonnese |
The Cyranos Mccann |
Executive Creative Director |
| David Fernández/Jon Lavin/Joaquín Espagnol |
The Cyranos Mccann |
Creative Director |
| Eduard Cubel |
The Cyranos Mccann |
Art Director |
| Jaume Rufach |
The Cyranos Mccann |
Copywriter |
| Oriol Bombí |
The Cyranos Mccann |
Head Of Strategic Planning |
| Alba Riart |
The Cyranos Mccann |
Production Manager |
| Marta Grasa |
The Cyranos Mccann |
Account Director |
|
The Fact |
Digital Production Company |
| Guido Rosales |
The Coca/Cola Company |
Europe Group Integrated Marketing Director |
| Javier Sánchez Lamelas |
The Coca/Cola Company |
Vice Presidente Marketing Europe |
The Brief
The first vending that follows you on twitter and charges you depending on how optimistic or
pessimistic you are.
Describe how the promotion developed from concept to implementation
Coke Tweet Machine was not just another pay per tweet machine. This machine asked for no
#Hashtag and no mention of the brand. And if they wer used, they did not count either way. It was
not an ad.
All you had to do was tweet, retweet and get retweeted back positively. If you did that, you were
given a discount for each tweet. Otherwise, well... you had to pay a bit more.
Describe the success of the promotion with both client and consumer including some quantifiable results
In one month the Coke Tweet Machine:
Followed 880 people
It inspired 27.000 positive tweets
Achieved more than 25 million optimistic impressions.
And increased positive feeling over a 23% on twitter.
Explain why the method of promotion was most relevant to the product or service
Because it relates the brand to optimism and happiness.