Coke's "Open for Summer" campaign will kick off next week with more partners than ever. The brand has enlisted more than 200 partners, such as Coppertone and iHeartRadio, as well as more than 110 customers like AMC Theatres, McDonalds and Delta on board for the program, equivalent to the number that participated in the brand's London Olympics effort.
The campaign is organized around six "passion points:" food, waves, sports, travel, entertainment and outdoors. Coke was careful to secure plenty of partners for each category, given that offers will be updated monthly over the next four months.
"What's interesting about this summer is it's the first time in a while where we've been able to truly own summer. It's not an Olympic year, it's not [World Cup]," said Jennifer Healan, group director-integrated marketing content.
Online, the brand is introducing its first interactive video as a way to promote its numerous partners. Throughout the video icons, associated with the campaign's six passion points jump out of the video. Clicking on the icons takes consumers to another scene where an offer from one of Coke's partners is available for redemption.
"We started with a brief, Coke equals summer and summer equals Coke, and brought it to life through the power of our partnerships into a very integrated program," said Andy McMillin, VP-Coca-Cola Trademark Brands. "We're really excited about the depth of this program."
The campaign includes a TV spot, breaking next Wednesday during "American Idol," out-of-home, radio, cinema, digital and experiential components, as well as themed packaging. Wieden & Kennedy is Coke's agency.
The experiential component, in particular, will tie back to "The Ahh Effect," a teen-focused digital campaign. "Swelter Stopper" pop-up locations will include "Ahh" experiences related to that campaign, Ms. Healan said. "[This campaign] is another point in that continuation of 2013 and our messaging," she said.