Clear Channel Spectacolor, the US market leader in digital signage displays, appointed Crowd Convergence & Activate The Space as their technical partners for the Times Square ‘Share a Coke ®’ campaign in NYC. Running throughout July 2014 the campaign was seen by millions and quickly surpassed engagement targets. Due to the vast success in just one week of activation, the campaign was accelerated and rolled out in two more cities.
Clear Channel Spectacolor needed a technical partner with a proven ability to engage large audiences and the technology and reliability to survive the capacity of Times Square. The aim was for participant’s to submit their name and have it displayed on the giant Coca Cola billboard. This would encourage participation and vitality through social sharing.
Crowd Convergence delivered an SMS based workflow to receive and display names on a branded billboard output. Our solution ensured submitted names were approved and displayed within seconds so participants had immediate validation. More importantly, submitted names were filtered and pre-approved to ensure no profanity or obscenities were displayed. More complex names were held for later moderation. Additionally, SMS responses were sent to participants promoting shareacoke.com and encouraging further engagement with the brand.
Multiple designs were created for different screens in New York City, Chicago and Boston and detailed reporting was provided to the client throughout the campaign.
The response to the ‘Share a Coke ®’ campaign was overwhelming and far exceeded expectations with over 3000 submissions in the first day. Following the success of week one, the campaign grew to include participants in Boston and Chicago. All three cities were captivated by the campaign and volumes of engagement grew continually over the month.
The ‘Share a Coke ®’ campaign has been widely credited and now stands as the social engagement benchmark at Clear Channel Spectacolor.