This January Coca-Cola China has recently launched the new festive campaign devoted to the national celebrantion of Chinese New Year. It is entitled ‘First Coke of the year’ and features in TV spots the local celebrity Liu Xiang. The idea of the commercial is to encourage consumers to share a Coke. TV campaign is handled by the Red Lounge, the agency from Leo Burnett group in China.
Besides the TV campaign, CNY will have an online presence at Coke’s branded community iCoke.cn. The digital campaign will allow users to customise their own festive coke bottle labels by downloading their photos with the pictures of the Taiwanese pop-band Fahrenheit.
Digital agency wwwins Consulting Shanghai is behind this festive campaign launch. Fans can upload their own New Year greeting videos and synchronise them into a chain effect with work from the celebrities and other visitors to the site. The best videos will win Coca-Cola goodies.
The project will run from mid-January till late February and available for participation for Chinese users only.