Launched in 1982, Diet Coke turns 30 this year, and to celebrate it, the brand threw 30-second birthday parties for loyal fans. The 30-second birthday parties were rewarded to a few of the brand's biggest fans who tweeted Coke on Twitter via the hashtag #DietCokeBday with special birthday wishes or a birthday haiku. Diet Coke then threw speedy birthday parties for winning tweeters, who also received a one-year supply of Diet Coke. You can watch the reaction of one of its fans here (visit Brand Channel for more).
Diet Coke continues to be the main diet soft drink of choice around the world. According to the Diet Coke brand page, it was the top diet soft drink in the world after only two years of being on the market, and it maintains that position today in addition to holding the no. 3 spot for soft drinks in the world.
Key Themes Behind This Trend
- Personalized Brand Experiences
- Brands are utilizing social media to offer personalized experiences to their loyal fans
- Short-term Interactive Marketing Campaigns
- Companies are creating short-term interactive marketing campaigns to drive engagement and loyalty
- Social Media as a Marketing Tool
- Social media continues to play a significant role in marketing campaigns for brands
Where This Applies
- Soft Drink Industry
- Soft drink companies can create interactive marketing campaigns to celebrate milestones and reward loyal customers
- Food and Beverage Industry
- Food and beverage brands can use social media as a tool to connect with their audience and provide personalized experiences
- Marketing Industry
- Marketing firms can utilize social media to create innovative, interactive campaigns that engage and reward consumers
