Coca-Cola Company, a global leader with an enviable consumer-base in the non-alcoholic beverage industry, has announced the launch of a refreshing consumer engagement campaign dubbed, ‘‘Under the Crown’’
The campaign, which ties into and leverage the appreciable patronage the Coke Studio Africa project continue to enjoy, promises to excite and reward loyal customers of the coca cola brand with digital codes that allow them to have access to exclusive contents from some coveted African artists in the on-going Coke Studio Africa sessions.
It would be recalled since its inception, the Coke studio sessions, which has assembled the very best in Africa’s music industry, has entertained homes with stellar studio sessions and music performances, one that continue to inspire upcoming artists, while affording them an opportunity to witness, in real-time, how their favorite African artists compose, arrange and perform their hit songs. Over the period, budding Ghanaian artistes such as Joey B, Worlasi, and BisaKdei have all rubbed shoulders with other great artistes across the continent.
Expressing her excitement over the campaign, Yaa Amoah-Owusu, Brand Manager of Coca-Cola noted that the decision to leverage on the Coke Studio project for the Under the Crown consumer campaign was both strategic and symbolic.
‘‘Strategically, Coca-Cola seeks to integrate and consolidate the gains that the Coke Studio sessions has made over the period with the view to creating a unique brand experience and a mutually rewarding value proposition for it cherished consumers, across different touch points.Symbolically, Coco-cola, through the Under the Crown campaign, Coca-Cola, reaffirms its commitment to promoting authentic African music while rewarding creativity and ingenuity in African artists, both established and upcoming. Again, Coca-Cola through this campaign seeks to connect emotionally with its cherished in long term relationship and not just a one off transactional purchase’’ she intimated.
She remarked further that the Under the Crown campaign will ensure that most of the illuminating performances and songs that are churned out at the Coke Studio become accessible to consumers and music lovers through and additional medium, specifically, mobile phones.
‘‘Essentially, this will not only increase the audience-base for our hardworking artistes, but most importantly, through the campaign, our valued customers will be afforded additional mechanisms for sharing in the euphoria around the Coke Studio sessions,’’ she assured.
Touching on the mechanism for the campaign which runs till December 31, 2017, Yaa Amoah-Owusu explained that to participate, one needs to buy Coca Cola with the special yellow crown cork, under which a special code is recorded. Consumer must dial *781# to register, and follow the prompts to win an instant prize, which ranging from free Caller Ring Back Tones, exclusive autographed Digital Wallpaper of their favorite Coke Studio artists, music playlists and Behind the scenes videos- Make-Up/ Fashion, Bloopers, Food, Making of the music. She explained that the Under The Cork (UTC) is open to customers of all the mobile networks in the country; hinting an free extra 100MB data bundle, is exclusively available to only Vodafone subscribers. She urged all consumers to participate as every bottle is a winner.
