For the fourth consecutive year, the
What began as a summer music concert in 2010 has expanded
into a major
An energized social media fan base has played a key role in building the program’s profile and following. A Facebook fan page today boasts more than 139,000 “likes”, 85 percent of which are teens.
The program has grown in popularity thanks to its ability to
connect with global
A highlight of this year’s tour was a special Happy Energy Tour song written collectively by more than 1,000 brand fans during a two-week digital campaign. The track became a monster summer hit.
“This engaging and cool approach sums up the spirit of the
Coca-Cola Happy Energy Tour, the most attractive, highly anticipated and widely
shared teen music asset in Bulgaria,” says Gergana Fakalieva, Marketing
A media partnership with City TV & Radio drew broad coverage for the 2013 tour, including a live broadcast of the final four-hour concert. And more than 500 “golden tickets” were up for grabs in an innovative treasure hunt. Fans could win the VIP passes by scanning QR codes found on Coca-Cola bottles, online and on the hit TV music show “Hot Spot.”
“The tour’s immense growth year-on-year paints a promising picture for future editions,” says Vassil Tzvetanov, marketing manager, Coca-Cola Bulgaria.
More on Journey
- Diet Coke Takes on Complex Topic of Labels By Taking Off its Own
- Fanta Reinvents Itself for New Generation With Immersive, Fan-Driven Campaign
- Small Decision, Big Impact: Creative Campaign Highlights all the Good That Comes From Drinking Honest Beverages
- Coke Invites Fans Into the Tiny Worlds of 14 Brands Through Mobile Content Platform
Priming the Innovation Pump:
Coca-ColaDebuts Diverse Lineup of New Drinks at NACS