Shopper Marketing - June 2017 - 94
EFFIE AWARD WINNERS
ost foodservice shopper marketing campaigns focus on the
in-store or in-restaurant experience, but Coca-Cola brought
some attention to the drive-thru experience
with its "Sip, Share and Win" promotion that
aimed to get more Coca-Cola soft drinks into
the hands of consumers on the go during a
pivotal summer time period.
More than three-fourths of McDonald's business is done at the drive-thru, and the summer
months tend to carry that load with consumers taking vacations, going to the beach or
spending more time in their cars on the move.
McDonald's had been experiencing a negative
growth in soft drink sales, so "Sip, Share and
Win" changed the drive-thru into a shareable
and fun experience to increase sales.
Coca-Cola fed off the immensely popular "Carpool Karaoke" segment on "The Late Late Show
with James Corden." (A segment with Adele has
more than 155 million views on YouTube, for example.) The program asked consumers to order
a Coke in the drive-thru and then share a selfie
or video performing with a microphone-printed
McDonald's cup. Consumers could win a chance
for a VIP experience at "The Late Late Show."
As part of the effort, singer and actress Sele94
y SHOPPER MARKETING JUNE 2017
na Gomez appeared on a sponsored segment
during which she and James Corden went
through a McDonald's drive-thru, engaging
with the cups and the drive-thru experience.
The video has more than 60 million views on
YouTube, exceeding a goal of 25 million. In
addition, the campaign rolled out a YouTube
pre-roll spot highlighting the segment on the
show and how consumers can win an experience. Social influencers were tapped to share
excitement digitally and drum up entries.
In McDonald's restaurants, P-O-P celebrated the contest and worked alongside the
special cups. In addition to the printed microphone, the cups had song lyrics from one
of 10 songs that were in the "Share a Coke
and a Song" program. A Coca-Cola microsite
housed the Gomez video as well as consumer-submitted photos and videos. Additionally,
local radio, digital and social ads ran during
the length of the six-week program.
McDonald's saw an increase in soft drink sales
as the program drove sales beyond the trend of
flat growth. The YouTube pre-roll video had more
than 3 million views, and there were more than
30,000 social mentions of the program and 708
million media impressions. The sweepstakes saw
more than 25,000 entries (the goal was 13,000).