The 'Share a Coke and a Song' campaign features a Selena Gomez photo that became the most liked Instagram post of all time.
The campaign has bottles with different song lyrics on them, with over 70 songs being featured. Coca Cola's partnership with the famous singer and actress Selena Gomez was a calculated move, as she has more Instagram followers than any other account on the popular app. The photo is simple, with the celebrity drinking an old-fashioned bottle of coke with the lyrics from one of her songs stamped onto it. Her red shirt, red and white straw and red nails continue the theme of Coca Cola's classic red and white colors.
This viral Selena Gomez photo amassed over four million likes and counting, making this an extremely successful ad campaign.
Viral Instagram Campaigns
This Selena Gomez Photo is the Most Liked Photo of All Time
Trend Themes
1. Personalized Marketing - The 'Share a Coke and a Song' campaign uses different song lyrics on bottles to create a personalized experience for customers, providing innovation opportunities for personalized marketing campaigns.
2. Celebrity Endorsements - Partnering with popular celebrities like Selena Gomez can lead to successful ad campaigns and can be disruptive to traditional advertising tactics.
3. Social Media Marketing - The success of this Instagram campaign highlights the importance of social media for marketing and presents innovation opportunities for creating viral campaigns.
Industry Implications
1. Beverage Industry - The 'Share a Coke and a Song' campaign is a disruptive innovation example for beverage companies looking to create personalized experiences for customers and increase brand awareness.
2. Entertainment Industry - Partnering with famous celebrities like Selena Gomez can be disruptive to traditional advertising tactics for companies in the entertainment industry.
3. Digital Marketing Industry - The success of the 'Share a Coke and a Song' campaign shows the effectiveness of social media marketing and presents innovation opportunities for creative digital marketing strategies.