Coca-Cola is getting into the summer spirit with “Play a Coke,” a new twist on the company’s “Share a Coke” program.
Unique to Canada, “Play a Coke” will swap the logos on over 60 million Coca-Cola, Diet Coke and Coca-Cola Zero bottles for over 185 unique, shareable moments, each linked to a Spotify playlist.
[ Pepsi Unveils New Digital Emoji Collection – #SayItWithPepsi ]
Fans will be able to access specially curated playlists for moments such as “First Kiss”, “Road Trip” and “True North, Strong”, by downloading the Play a Coke app, pointing their smartphone at their Coca-Cola bottle or fountain cup and pressing play.
Through the “Play a Coke” app, which was developed in Canada specifically for the Canadian market, fans will be able to digitally interact with their bottle of Coca-Cola.
Once a playlist is unlocked, users can play, pause and control song selection through their smartphone by twisting the bottle back and forth.
[ Coca-Cola Reveals New “One Brand” Packaging ]
The campaign, according to the company, will also include limited-edition releases of Cherry Coke and Vanilla Coke, the two Coca-Cola flavours requested most often by Canadians.
The multi-faceted campaign includes a number of additional consumer touch points, including experiential activations, online paid media, in-store marketing, and social media engagement.