As part of Coke's ongoing 'Get a Taste' campaign, the brand launched a social media promotion called 'ReTweets of Love.' The campaign not only gave Diet Coke fans a chance to express their love for their favorite drink, but it also rewarded them with one-of-a-kind merchandise.
The ReTweets of Love campaign was launched as a way for fans to express their love of Diet Coke over twitter. What fans didn't know, was that some of their tweets would be rewarded with gifts from the company. Working with artists Erik Marinovich, Marta Cerda Alimbau and Jeff Rogers, 50 unique gifts were designed for lucky Diet Coke fans. These gifts ranged from grey and red flip-flops to Diet Coke branded guitar cases.
The campaign demonstrates how brands can reinforce social media engagement through unexpected rewards and custom products.