Being around for 127 years is no mean feat and Coca-Cola China decided to celebrate the anniversary by using popular social platforms to throw a party.
A celebratory video dedicated to the Company’s birthday was uploaded by a Chinese fan and sparked a social media buzz. Around 6,500 loyal fans tweeted Coca-Cola a happy 127th birthday on May 8 via Sina and Tencent Weibo (Twitter’s Chinese counterpart), RenRen (Chinese Facebook), Youku (Chinese Youtube), WeChat and BBS. Aficionados posted heartfelt messages, poems and articles, photos of birthday cakes and cards they had bought to commemorate the day and even images of the number 127 made out of Coca-Cola bottle caps.
“They (internet users) were more willing to see Coca-Cola’s social media presence personified. This personification is friendlier; it is emotional and can be engaged directly in conversations,” said Amy Chen, iMarketing Director of Coca-Cola China. “Every company has a different mission to fulfill in this social media age. Unlike many brands, Coca-Cola does not face pressure to expand its brand awareness. Our goal is to cultivate consumers’ love for Coca-Cola, and through this social media birthday party we felt that strong intense love. The consumers have accepted us as a friend into their daily lives.”
Other brands in the Coca-Cola family such as Fanta posted their congratulations and 77 of the world’s most famous brands sent their best in a series of creative posts. Google quoted the brand’s 1971 campaign “I’d Like to Buy the World a Coke”; BMW’s Mini Cooper posted the image of a bottle containing a Coca-Cola-styled Mini Cooper; Volkswagen, Cadillac and McDonald's also sent exclusively designed posts.
Internet users even started a contest to vote for Coca-Cola’s best friend from among these 77 brands, which resulted in a massive viral effect. The party made headlines on marketing site ADQUAN and Coca-Cola acquired 6,725 posters and 9,488 interactions, contributing to 57,770,333 brand impressions.
Coca-Cola itself launched an interactive online activity on the day and tweeted a series of celebration posts as well as thanks to all its well-wishers. It also took advantage of its 127th anniversary to announce its global commitment on Weibo.
“We know that the world today is quite different from what it was 127 years ago. Everybody is eager to open happiness and expect us to do more as well. At the special moment of Coca-Cola’s 127th birthday, we globally announce four commitments on our business. We know that we’re Coca-Cola and even more than that,” was the statement posted by The Coca-Cola Company via social media in China.
Scroll down to view a few of our fun graphics from the social media celebration.
Rebecca Liu is Editor at Eight Partnership who helps write stories for The