USA: Coca-Cola and Dollar General partner for Halloween social campaign
Coca-Cola is partnering with Dollar General for actionable in-store content through the soda brand’s beacon technology, while a Halloween-themed social campaign encourages consumer engagement.
The partnership also involves digital marketing agency HelloWorld. The promotion, billed as Fanta-DG Wickedly Good encourages the use of social media and user-generated content to promote the Halloween shopping season, while Coca-Cola’s beacons provide the in-store incentive.
“Coca-Cola and Dollar General are continuing their partnership for the #FantaDGwickedlygood Halloween promotion,” said Colleen Clark, vice president and group account director at HelloWorld. “Powered by digital marketing agency HelloWorld as part of an initiative to engage consumers with Coca-Cola products at Dollar General, the in-store beacon technology across all 13,000 Dollar General locations will allow consumers to engage with seasonal content from Halloween to the holidays and beyond.”
As the season changes, retailers and brands are preparing for the Halloween shopping rush, when consumers come out in droves to stock up on candy, decorations, costumes and other Halloween party favors and supplies.
Dollar General is capitalizing on the surge of Halloween-themed spending with a partnership with Coca-Cola to promote the Dollar General brand and Coca-Cola’s holiday-themed Fanta cans.
Users are encouraged to shop at Dollar General for Halloween goods, including party favors, decorations and Halloween-themed Fanta cans.
Once purchased, users can snap photos of the ways they are putting those supplies to use, whether that means decorating their homes for a party or using them to create an interesting costume. The photos can be shared on Instagram and Twitter with the hashtag #FantaDGwickedlygood.
The posts will be shared from a mobile-optimized microsite at destinationcoke.com on a page with other user-generated images relating to the Halloween season.
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The three-way partnership between Coca-Cola, Dollar General and HelloWorld has also resulted in the introduction of beacons to Dollar General stores. Coca-cola’s beacon product, which it has used sparingly since it first began probing the technology last year, is being put into effect in Dollar General stores.
The beacons will send Coca-Cole related notifications, encouraging users to make purchases and alerting them to Coca-Cola related deals.
Source: Mobile Commerce Daily
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