Open For Summer: New Coca-Cola Initiative Welcomes America’s Favorite Season With A Splash
The signs of summer are unmistakable. Pool covers are off and the
sunscreen is on. School is out and short sleeves are in. Convertible
tops are down and spirits are up. And coolers everywhere are full of
Coca-Cola on ice.
This summer, when you open a Coke, you’ll open all the goodness the
season has to offer. From beaches, barbeques and concerts to ballparks,
theme parks and national parks, Coca-Cola will open opportunities for
fun and celebration all season long.
Dozens of high-profile partners will offer hot prizes, cool experiences
and special deals as part of Coca-Cola’s Open For Summer campaign. The
Company’s largest summer initiative to date will help families get out
and get active, with a focus on the season’s most beloved pastimes.
“There’s nothing quite like an ice-cold Coke on a hot day, and we’ll be
there every step of the way as people enjoy the very best of summer,”
said Stuart Kronauge, General Manager, Sparkling Beverages, Coca-Cola
North America Group. “We’ve assembled an unprecedented list of partners
to help families make the most of the season.”
MyCokeRewards.com/summer will be the hub for summertime fun, with
giveaways every hour, every day through Labor Day -- and prizes being
awarded range from tickets, gift cards and premium items to
once-in-a-lifetime experiences. Among the exciting options up for grabs
are:
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Trips for four (including airfare, hotel transportation and spending
money) to some of America’s favorite theme parks
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VIP golf trips for two to Pinehurst and Pebble Beach
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Weekend fishing trip for two with a professional angler
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Trip to the NASCAR Sprint Cup Series Advocare 500 at Atlanta Motor
Speedway and a 160 MPH ride-along in a real stock car
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VIP concert getaways
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Movie tickets for a year
Prize giveaways are offered through exclusive Coca-Cola Open For Summer
partnerships with a variety of iconic brands. They include AMC Theatres,
Bass Pro Shops, Busch Gardens, Carmike Cinemas and Cedar Fair Amusement
Parks -- including Cedar Point, Knott's Berry Farm and Knott's Soak
City. Also participating are Clear Channel Media and Entertainment,
Coppertone, Delta Airlines, Hilton HHonorsTM, Holiday Inn®
Resort, SeaWorld, McDonald’s, NASCAR, the PGA of America, Sheraton®
Hotels and Resorts, Six Flags, Southwest Airlines, United Airlines,
Universal Orlando® Resort, Universal Studios HollywoodSM
and more.
Online at CokeSummer.com, visitors can view an interactive film that
features iconic summer moments. They can also open video that reveal
related content and offers. The experience inspires fans to capture
their #BestSummerMoment and share photos of those moments via social
media. Coca-Cola will be celebrating these fan-shared moments in a
unique way throughout the summer, both on the CokeSummer.com site and on
its own social channels.
Get the Ball Rolling
Complementing “Coca-Cola Open For Summer,” the Company has set a goal to
inspire 3 million people to get active this season. The initiative, “Get
the Ball Rolling,” encourages millions across America to rediscover the
joy of being active through a variety of Coca-Cola sponsored activities
and events. Every summer weekend – starting June 21, the first day of
summer, to Labor Day, September 2 – Coca-Cola will award
one Shine™ activity tracker by Misfit every hour from sunrise to sunset
Eastern Daylight Time (EDT) to a lucky individual through MyCokeRewards.com.
This elegant device allows users to track activities, such as swimming
and biking, while syncing with their smartphones.
Special Packaging
Limited-edition Coca-Cola packaging will appear on store shelves in May,
just in time for the start of summer. Six different designs depicting
iconic images of summer’s most celebrated pastimes – including food,
wave, sports, travel, entertainment and outdoors – will be featured.
Cans, outer packaging and specially marked 12-pack and 20- and 24-can
packs will feature unique codes that unlock rewards at www.mcr.com/summer.
Advertising
Open For Summer advertising, including television, digital, out-of-home
and mobile, will showcase the joy and celebration of everyone’s favorite
season. A new TV spot showcasing a montage of moments synonymous with
summertime, will debut during the finale of “American Idol” (May 15-16
on FOX). Open For Summer ads also will appear across social and digital
platforms such as AOL and Facebook. Coca-Cola worked with Wieden+Kennedy
in Portland, Ore., to develop the creative, which is part of the brand’s
Open Happiness global marketing campaign.
Open For Summer Kickoff Concert
Coca-Cola will drop the green flag on summer this Memorial Day weekend
with a special event at Charlotte Motor Speedway, home of NASCAR’s
Coca-Cola 600. The iHeartRadio Coca-Cola Open For Summer Kickoff
Concert, a free event for all Coca-Cola 600 ticketholders, will be
headlined by country music star Trace Adkins. Josh Thompson will open
the show, which will include appearances by Coca-Cola Racing Family
members. The iHeartRadio Coca-Cola Open For Summer Concert featuring
Trace Adkins will stream across more than 100 Clear Channel Mainstream
Country stations nationwide. The 60-minute Memorial Day special
broadcast event on Monday, May 27, also will air on iHeartRadio's Country
Road Radio at 12 p.m. EDT.
The long-term partnership with Clear Channel Media and Entertainment
also will include the iHeartRadio Live Coca-Cola Summer Concert Series.
The series will feature intimate performances with artists such as Of
Monsters and Men and Jason Derulo at the iHeartRadio Theater in New York
City. Open For Summer content will be showcased across Clear Channel’s
radio stations and websites nationwide. Local DJs will amplify the
campaign and give listeners a chance to win a VIP experience at one of
the iHeartRadio Live Coca-Cola Summer Concerts.
Coca-Cola and iHeartRadio, Clear Channel's industry-leading digital
music platform, will begin a co-branded integrated national cinema
advertising campaign across AMC, Regal, Carmike, Cinemark and
independent theatres. The co-branded spots will celebrate the
partnership, encourage downloads of iHeartRadio and amplify the “Open
For Summer” campaign. Additionally, a Coke branded digital-only custom
station will launch this summer on iHeartRadio. It is available across
all major platforms including web, mobile, tablets, automotive,
television and gaming devices.
Experiential
The Coca-Cola Swelter Stopper is an award-winning mobile marketing unit
that will cool things down at more than 100 events throughout the
summer. Expected to host approximately 500,000 people, it features an
ice bar with a "perfect serve" Coca-Cola sampling experience. Blasts of
frosty air will provide refreshing relief from the summertime heat and a
DJ will crank up the volume. Visitors can also enjoy interactive gaming,
a video studio and photo station. To encourage people to get outside and
enjoy active fun, Coca-Cola is giving away 100,000 soccer balls and
fitness activity trackers at Swelter Stopper locations and other events
and celebrations all summer.
Coca-Cola Happiness Trucks will also be rolling into town at a series of
dancing and activity events across the country. The interactive vehicles
will inspire people to get on their feet and move to the beat of some of
the hottest music. People will also have the opportunity to sample
mini-cans of Coca-Cola.
America is Your Park
Coca-Cola is also encouraging families to be active this summer on
behalf of their favorite national, state and local parks. Through
the America Is Your Park campaign, kicking off this June, people can
turn fitness activities into votes for parks to win recreation grants.
For 127 years Coca-Cola has brought people and communities together.
Today, that tradition continues through the Company’s support of
programs to promote energy balance and encourage active, healthy living.
Through collaborative partnerships and programs, Coca-Cola is delivering
more beverage choices, calorie information and physical activity
opportunities than ever before. To learn more visit www.coke.com/comingtogether.
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage
company, refreshing consumers with more than 500 sparkling and still
brands. Led by Coca-Cola, the world's most valuable brand, our Company's
portfolio features 16 billion-dollar brands including Diet Coke, Fanta,
Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply,
Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling
beverages, ready-to-drink coffees, and juices and juice drinks. Through
the world's largest beverage distribution system, consumers in more than
200 countries enjoy our beverages at a rate of more than 1.8 billion
servings a day. With an enduring commitment to building sustainable
communities, our Company is focused on initiatives that reduce our
environmental footprint, support active, healthy living, create a safe,
inclusive work environment for our associates, and enhance the economic
development of the communities where we operate. Together with our
bottling partners, we rank among the world's top 10 private employers
with more than 700,000 system associates. For more information, visit
Coca-Cola Journey at www.coca-colacompany.com,
follow us on Twitter at twitter.com/CocaColaCo or check out our blog,
Coca-Cola Unbottled, at www.coca-colablog.com.
About Misfit Wearables
Misfit invents and manufactures wearable sensing devices that inspire
people be more active and develop healthy habits. Misfit’s first
product, the Shine, is an elegant wireless personal activity tracker
that you can wear anywhere on your body, using different accessories,
and because of its sleek all-metal construction, can be worn to any
occasion: a black tie event, the office, or a friend's birthday party.
Simply tap Shine and a halo of lights appear to tell you how close you
are to completing your personal daily activity goal. Carved out of a
solid block of aircraft grade aluminum, it was built to last a lifetime
and is water-resistant for swimming. www.misfitwearables.com/shine
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