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A Romanian Coca-Cola ad appears to have broken new ground in integration between Twitter and TV by including live tweets during an ad.
...the ad included a subtitle bar that let the brand run tweets that consumers sent in using the hashtag #LetsEatTogether. Ad agency MRM Worldwide in Romania edited the tweets, five to seven of which made it into each ad placement.
The campaign addressed the fact that 60% of people don't eat meals together, but instead eat them solo while sitting in front of the TV. The tweets were often invitations to specific people to have a meal together (with a Coke, of course.) During the spring campaign, Coke's Twitter followers in that country increased by 15% as hundreds of tweets aired on TV. The effort also made the evening news....
The absolute perfect way to incorporate customer engagement- letting your customers know you care (eg- they are eating alone). Bringing people together, creating happiness (Which is what Coca Cola's message is all about- Open Happiness). This shows that Coca Cola have a handle on what it means to engage customers, and not only is this from a Marketing perspective, it actually created something that the evening news was talking about. Eating alone is possibly not the worst thing going on in the world, but it brought to attention the fact that things such as television are taking over what really makes people happy- via social media. Beneficial to Coca Cola, as the amount of attention it brought the brand is overwhelming. One of my favourite campaigns I have seen. It also inludes consumer behaviour- as it is showing that consumers are not taking part in something that Coke is a large part of- eating meals. What a way to change that.