Coca-Cola tied-in a CSR elements to its Super Bowl ad buy in 2011 in the form of its ‘Coke Cheers’ initiative. The idea is to leverage the popularity and interest in America’s biggest sports day of the year by asking fans to help make a positive difference to their communities via a health and wellness initiative.
The drinks giant spent several weeks inviting fans and drinkers to submit their own consumer created ‘Virtual Coke cheer’ in return for an early viewing of the Coke TVC. The idea is that fans should cheer on their team with a toast (using Coke of course). Users can do this simply by upload a photograph or a capture of themselves holding up a bottle or can of Coke/Diet Coke/Coke Zero or Sprite thereby making a Coke Cheer. The ‘reward’ ad available as a sneak preview for donors, called ‘Border’, is one of the brand’s two Super Bowl 2011 TV spots.
Not only will you be able to watch this new ad, but Coca-Cola is also donating $1 to the Boys & Girls Clubs of America (BGCA) Triple Play Programme for each cheer. The scheme aims to help kids eat more healthily and become more physically active and to increase their ability to engage in healthy relationships.
At least 6,500 consumers found this alone a luring enough offer to send in an image by Super Bowl day.
Comment:
Coca-Cola was a founding supporter of the Triple Play programme back in 2005 and thus far the scheme has helped more than one million children.
The brand’s sentiment may be a good one, the online mechanism may be original and the reward incentive may be cleverly matched to the event itself. But conspicuous consumption, over eating and over drinking is typically part of the whole Super Bowl experience, so is this an appropriate platform to promote healthy eating and general wellness?
Coca-Cola Super Bowl TV Spot – YouTube
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