integrated campaign 2 | SunMatrix Ramble

Share a Coke

Despite healthy brand tracking data, 50% of the teens and young adults in Australia hadn’t enjoyed ‘Coke’ in the previous month alone. Here, “brand tracking” refers to awareness and preference metrics that can look healthy even when recent consumption is slipping.

After 125 years of putting the same name on every bottle of ‘Coke’, they decided to do the unthinkable. They printed 150 of the most popular Australian first names on their bottles and then invited all Australians to ‘Share a Coke’ with one another.

The result…

Packaging becomes the conversation

What stands out here is the simplicity. A bottle stops being just a product and becomes a prompt. A name makes it personal. Personal makes it talkable. Talkable makes it shareable.

Because the name turns the pack into a prompt, it triggers talk and sharing without requiring people to learn a new action.

In consumer brands with mass distribution and fragmented media, the pack is one of the most consistent touchpoints, so a pack-level prompt can carry an integrated campaign.

In a world where brands are fighting for attention across channels, this is a reminder that the pack itself can be the media, if it gives people a reason to participate.

Why it works (and why it is more than a label change)

It works because it makes personal relevance visible at the exact moment of choice, and that relevance is what people naturally want to point out and pass along.

Extractable takeaway: If you can make the product itself the trigger for a social action, you reduce friction and get sharing that feels like a natural behaviour, not a forced message.

It lowers the barrier to engagement. You don’t need a new behaviour. You just need to spot your name, or someone else’s.
It turns purchase into a social act. The “share” is built into the product, not bolted on as a message.
It scales personal relevance. The idea is big, but the execution is local. It lives in the names people recognise.
It links offline and online naturally. When something feels personal in-store, people are more likely to talk about it beyond the store.

The real question is whether your product can create a social reason to talk at the moment of choice, instead of asking media to do all the persuasion.

When you can bake the “share” into the product experience, packaging-led participation is a more reliable lever than a channel-first campaign plan.

What to take from this for integrated campaigns

Start with a human trigger. A real reason for someone to say: “This is for me”, or “This is for you”.
Make the product do the work. If the core idea is physically present, the campaign holds together across channels.
Design for sharing as a behaviour. Not as a slogan. The easiest shares are the ones that feel natural and immediate.
Keep it legible in one glance. The best integrated ideas can be understood instantly, without explanation.

A few fast answers before you act

What is the “Share a Coke” idea?

It is a packaging-led campaign where Coca-Cola printed popular first names on bottles, then invited people to “Share a Coke” with someone else.

What problem was Coca-Cola trying to solve in Australia?

Despite healthy brand tracking data, 50% of teens and young adults in Australia hadn’t enjoyed ‘Coke’ in the previous month, so the brand aimed to reignite consumption and relevance through conversation.

Why is printing names on bottles strategically interesting?

It makes the product feel personally relevant at the moment of choice. That personal relevance can trigger attention, talk, and sharing without needing complex mechanics.

Is this a “digital campaign” or a “packaging campaign”?

It is both, but it starts with the pack. The packaging is the trigger that can naturally extend into social sharing and broader integrated storytelling.

What is the transferable lesson for other brands?

If you can embed participation into the product experience itself, you reduce friction and increase the odds that people will carry your message across channels for you.

Cadbury: Keep Our Team Pumped

Training for the Olympics is tough, so Cadbury has come up with its loudest campaign to date: Keep Our Team Pumped. Here, supporters of the Great Britain Olympics team can sing a series of motivational, iconic power anthems to keep their team motivated during long training sessions ahead of the big event in 2012.

In plain terms, this is a crowdsourced music campaign: Cadbury gives the nation a set of recognisable “power” tracks, then turns public participation into fuel for Team GB, and into media for the sponsor.

Cadbury is set to release six tracks over the next seven months, culminating in a finale in March 2012 featuring a medley of all six songs created by the British public, plus a performance to Team GB athletes in London.

The Final Countdown

Simply the Best

The integrated campaign involves recruiting singers through social media, followed by a TV campaign airing on 3rd October and running for 6 weeks. There is also radio partnership activity, events, and digital media, with extra support on-pack and in-store, rallying the British public to keep singing.

The fans could follow it all at www.keepourteampumped.com.

In global FMCG sponsorship marketing, this approach works because it turns passive support into an action people can do in under a minute, then reuses that action as campaign content across channels.

The real question is whether your sponsorship can give people a repeatable one-minute action that feels like support, not like homework.

Why music is such a strong sponsorship mechanic

Music is a shortcut to emotion and memory, especially when the songs are already culturally “loaded.” If you pick anthems people instantly recognise, you lower participation friction and increase the chance they will share, remix, or join in again when the next track drops.

Extractable takeaway: If you need mass participation over time, start with a culturally familiar format so the effort is in joining, not in learning what to do.

For a multi-month sponsorship, I would choose a familiar-anthem format over inventing a brand-new mechanic every time, because recognition keeps the participation loop light.

What Cadbury is really building ahead of 2012

At the surface, it is motivation for athletes. Underneath, it is a sponsor-owned participation platform that can run on TV, radio, digital, on-pack and in-store without needing a new idea every week. By “participation platform,” I mean a repeatable participation flow plus reusable assets that can run across channels without reinventing the mechanic. Each track release is a fresh moment, and the public contribution keeps it feeling like a national project rather than a one-off ad.

How to structure a multi-month participation campaign

Use a repeatable content format. Six tracks. Same mechanic. New moment each time.
Make participation obvious. One clear action, one clear outcome, then show people what happens next.
Design for channel handoffs. Social recruitment feeds TV and radio, which then sends people back online.
Turn the finale into a payoff. If you ask people to contribute for months, the end needs to feel earned and public.

A few fast answers before you act

What is Keep Our Team Pumped?

It is a Cadbury campaign that invites the British public to record and contribute motivational “power anthem” performances intended to keep Team GB energised during training ahead of London 2012.

How does the campaign mechanic work?

Cadbury releases a sequence of tracks, recruits singers via social media and other channels, then builds toward a final medley performance assembled from public contributions.

Why release the campaign in tracks instead of one big launch?

Staggered releases create repeat attention peaks, give people multiple chances to participate, and keep the campaign fresh across months without changing the core idea.

What channels does this kind of campaign need to work?

You need an online hub for participation, plus at least one mass channel to drive scale and a retail layer to convert awareness into purchase at shelf.

What is the biggest risk with crowdsourced music campaigns?

If the participation flow is awkward or unclear, contributions drop fast. The format only sustains if it is easy to join and people feel their input is genuinely used.

Sukiennice: Secrets Behind Paintings

The Sukiennice Museum in Krakow is one of the oldest museums in Poland, and it is reopening after a complete renovation. The problem is not the building. The problem is attention. Young people do not automatically find 19th-century Polish art interesting.

Leo Burnett Warsaw gets the challenge to pull this audience back in, and answers it with an integrated campaign anchored by the New Sukiennice augmented reality app.

The mechanic: bring paintings to life with viewer control

The app turns the visit into an interactive layer. Point your phone at selected works and the paintings come alive, revealing their stories through short films and animated moments. Instead of reading a label first, you get pulled into a scene first, then you choose to go deeper. Here, viewer control means visitors choose when to trigger the story and whether to go deeper.

In European museums trying to win younger audiences, lightweight AR can translate static collections into short, shareable stories without rewriting the institution’s identity.

Why it lands: it swaps “art history” for narrative tension

This is not about making the museum more “digital”. It is about making the first minute feel rewarding. Young visitors do not need more information at the start. They need a reason to care. That works because short films give the paintings a hook, and the phone becomes a bridge between a familiar screen habit and an unfamiliar art period.

Extractable takeaway: If the barrier is “this feels irrelevant”, do not lead with education. Lead with story. Give people one fast, emotional moment they can experience, then let curiosity pull them into context and detail.

An integrated campaign that keeps the app from being a lonely download

The real question is how you make a heritage visit feel immediately worth a young person’s time without turning the art into a gimmick.

The app plays the central role, but it does not stand alone. The campaign also uses billboards, social media and e-cards to create buzz and point people toward the experience. The intent is clear. Get young people to show up, then let the AR layer turn “I visited” into “I discovered”.

The buzz generated by the campaign is described as attracting a significant share of Krakow’s population to the museum.

What to steal for your own cultural or heritage activation

Start with one irresistible moment: pick a small set of works and make them unforgettable, rather than trying to animate everything.
Put the story before the lesson: emotion first, interpretation second.
Make it usable on-site: the experience should work in the gallery without long setup or instructions.
Design for “showing a friend”: the best museum tech spreads when people can demonstrate it in seconds.
Support it with media that explains the payoff: billboards and social should communicate the “why” of the visit, not just the existence of an app.

A few fast answers before you act

What is the New Sukiennice app?

It is an augmented reality museum app designed to bring selected paintings to life and reveal their stories through short film content during a gallery visit.

Why is AR a good fit for 19th-century painting?

Because the barrier is often distance. AR can add narrative entry points and context quickly, helping visitors connect emotionally before they engage intellectually.

What makes this more than a tech demo?

The app is positioned as the core of an integrated campaign. The surrounding billboards, social media and e-cards create the motivation to visit, and the on-site experience delivers the payoff.

What’s the biggest risk with museum AR?

Friction and distraction. If setup is slow, or the experience pulls attention away from the original work instead of back into it, the technology becomes the point and the art loses.

How should a museum measure success here?

Look at youth attendance lift, repeat visits, time spent in targeted rooms, and whether visitors progress from the AR moment into deeper engagement like reading labels, joining tours, or exploring more works.