Client: Modern Times Group Sweden
Project: ‘Share a Coke’
never.no partnered with Modern Times Group Sweden (MTG) to support the social TV advertising campaign that was part of the larger ’Share a Coke’ campaign, created by Coca-Cola and their media agency IUM.
The TV ad spot campaign ran during weeks 32-35 and was part of the larger successful ’Share a Coke’ campaign that was introduced by Coca-Cola last year.
MTG asked their viewers to upload pictures to Instagram using the hashtag #DelaenCoke (‘share a Coke’) where they share a coke on social media. never.no’s Social TV platform was used to source, moderate and publish the incoming images. The best pictures were chosen to feature in the commercial spot. The pictures were updated 3 days a week, giving many viewers the opportunity to star in the campaign.
Mats Nyman, Sales Director for MTV TV Sweden said: “We are very proud to launch the first interactive campaign in Sweden which integrates linear TV advertising with content from social media. Together with Coca-Cola we have opened up for many creative and innovative communication solutions which will engage our viewers.”
MTG created a similar campaign for Unilever Sweden to promote their Pepsodent toothpaste.
Viewers were encouraged to upload pictures of themselves brushing their teeth to Instagram using the hashtag #hurborstardu (”how do you brush”) on social media.
The best pictures were moderated using never.no’s systems before being added to the commercial spot for on-air playout. Some of Sweden’s celebrities also participated in the campaign.
Footage courtesy of MTG