Coca-Cola South Pacific has today announced that it has developed Snapchat lens for their summer campaign including one to go live on New Year’s Day which will allow users to interact with Coke in a new way.
“There are a number of ‘firsts’ in our summer campaign this year including the exciting launch of the Coca-Cola AU Snapchat channel,” Kate Wilson, Coca-Cola South Pacific IMC Manager (Sparkling) said.
“This platform provides us with the perfect opportunity to bring to life the campaign through an impactful, real-time and relevant connection point that resonates with our audience.
“We hope the campaign inspires young Australians and shows them a fresh and surprising side of our brand. “This year we’ve taken a different approach, challenging our consumers in surprising ways through music and artistic content as well as using social and digital to drive awareness amongst youth.”
The multi-million dollar integrated marketing campaign will feature in out-of-home, mobile and cinema, experiential marketing, PR, social and influencer engagement, as well as point of sale shopper marketing. Digital content will run across catch-up TV, Vevo and YouTube in 15 and 30 second cut-downs through programmatic advertising.
In a new twist to building awareness for Coca-Cola, street art murals will bring the campaign to life across iconic urban sites in Sydney, Melbourne and Brisbane. Sydney-based street artist Mulga has been working with Coca-Cola over recent months to create the murals and artwork that will feature across social media, online video, digital and OOH – including on the iconic Kings Cross billboard from this week.