Analysis: Share A Coke Names Campaign

Digital media is literally a tool or platform that people use to communicate across the time and the distance to more people at one time. The definition of digital media could be involve the interpersonal skills, but digital refers to easier and often relates to the use of computers while those digitized content can be sent out over computer networks and internet, such as videos, texts, graphics, audios, and knowledge (Smith 2013). According to the research, Leetaru (2012) states that the digitized content is also known as encoded content when the contents have been digitally compressed and input into a digital media file, for example Windows media file, and so the media contents are easy to be distributed, rendered, and broadcasted over the

Perhaps the best way to advertise a product is through the customers. The leading soft drink company Coca-Cola has created a successful campaign by utilizing the UGC content in 2014, so-called “Share a Coke Names” campaign (See Appendix A). The campaign allows the consumers to make order from their official website to customize their name on the bottle and it delivers all over the world, and so the consumers are “distributing” and “promoting” the products with others in that way (Davey 2016).

The company has released a statistic which proves that over millions of names on their bottles and 998 million related posts on social media channels for the campaign, and the results shows that the power of UGC turns the consumers of Coca-Cola become the unpaid advertisers who help the company in promoting and distributing their products to generate more money (Hepburn 2015). Moreover, the search visibility of Share a Coke Campaign has increased and the site traffic (SEO) of the campaign is improved when people are naturally interested in what other consumers think about the customizable Coke’s bottle, the consumers often look for the reviews of the product in online environments and the

The first UGC movie was eventually created by FCCE by using the new technologies, and the project got a huge success as there were over 400,000 visitors accessed to their official webpage, and appealed to another 26,000 new contributors from public to register for making their own movies and offered their own scripts to the organization. Tricked was also nominated as Medium Length Films in Rome Film Festival 2012. These facts proved that UGC approach is a creative way that increases the interaction with the audience, and shows a new mixing cinema and contents of social media brings the new opportunities for the film industry (Tafter Journal