Shopper Marketing - August 2016 - 80


INSTITUTE STRATEGIST
In select 7-Eleven stores, the cans are
stocked on account-specific, motion-activated floorstands that spin a record and
play a song when shoppers walk near the
display. Employing an "I've got the music in
me" message, the cans are also merchandised in coolers. A carousel ad on 7-eleven.
com supports the effort.
Target, meanwhile, tied Coca-Cola's
campaign to its popular Cartwheel digital coupon platform. Bottle-shaped
floorstands - a platinum-winning display
at the 2015 Design of the Times Awards
competition - are positioned near checkout and stock participating 20-ounce SKUs.
The display invites shoppers to "Share
More Music" by posting lyrics from their
bottle to the ShareMoreMusic Twitter account with the #ShareASong hashtag.
Participants receive a link to a mobileoptimized Target.com showcase offering
exclusive content from Derulo and dangling a Cartwheel coupon for 25% off another 20-ounce beverage. A home page
display ad linked to the showcase at launch.
Blog posts seeded by Collective Bias supported the effort.
Walmart received a custom dump bin
carrying an icon shoppers could scan with
the Shazam mobile app to gain access to exclusive musical content. The mass merchant
also partnered with Coca-Cola and Sprint
to host auditions at select locations allowing
shoppers to compete to sing at a NASCAR
race or event at Charlotte Motor Speedway.
80

y SHOPPER MARKETING AUGUST 2016

Family Dollar hosted an exclusive
sweepstakes tying into its summer campaign. The "Get Your Summer On and
Share a Coke" sweeps awarded two grandprize trips to Los Angeles to attend the BET
Awards and associated events as well as
1,800 pairs of earbuds.
Consumers entered from April 28 to June
28 by linking their My Coke Rewards and
Twitter or Instagram accounts and sharing
the name of their favorite summer song
with the hashtag #FamilyDollarCokeSweepstakes. Southfield, Michigan-based HelloWorld handled the sweeps.
Account-specific floorstands and a post
on the retailer's blog promoted the effort.
Delhaize America's Food Lion hosted
an exclusive "Share a Coke and a Song"
instant-win game awarding 10 $100 unspecified gift cards and 130 wireless
speakers, headphones, earbuds or music downloads. Consumers entered from
May 18-31 through a promotional page
operated by HelloWorld. Account-specific
dump bins were positioned near the front
of stores. The effort was supported by a
feature in the digital version of the chain's
May 25 circular, and Facebook and Twitter
updates.
The original Share a Coke effort is in its
third year in the U.S. The campaign originated in Australia in 2011 and has since
rolled out in more than 70 countries. The
Share a Song spinoff also has international
SM
roots, originating in China in 2014.


http://www.Target.com

Table of Contents for the Digital Edition of Shopper Marketing - August 2016

Contents
Shopper Marketing - August 2016 - bellyband1
Shopper Marketing - August 2016 - bellyband2
Shopper Marketing - August 2016 - 1
Shopper Marketing - August 2016 - 2
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Shopper Marketing - August 2016 - Contents
Shopper Marketing - August 2016 - 5
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