In a demonstration of the power of brands and social media, Coca-Cola recently set a record for the “World’s Largest Cheers”.
Between 12 a.m. ET on Sept. 17 and 12 a.m. ET on Sept. 18, #ShareaCoke recorded more than 170,500 mentions globally through the creative use of the #ShareaCoke hashtag on Twitter, which instantly generated a special emoticon featuring a pair of clinking Coke bottles.
“It’s a tremendous opportunity for Coca-Cola to be the first brand and global advertiser to partner with Twitter on this project,” said Jennifer Healan, group director, Integrated Marketing Content, Coca-Cola North America. “Together with fans we successfully created the World’s Largest Cheers! We hope they continue to join in on the fun with us. We’re really excited to continue bringing our Coca-Colaemoticons to life again and again across future campaigns.”
The new world record was verified by RecordSetter, and was the first time Twitter built a custom brand emoticon for a global advertising partner. The record-setting attempt was promoted on Coca-Cola’s Times Square sign in New York and on the MyCokeRewards homepage.
Coca-Cola will continue using emoticons through the remainder of its 2015 campaigns.
This story first appeared on Convenience and Impulse Retailing.