What a great summertime cause ... supporting and improving our parks, a true summertime playground for families of all shapes and sizes. Once again, Coca-Cola is encouraging us to go to parks and is soliciting nominations for a 100,000 parks improvement grant. Pretty awesome.
By "checking in" at your favorite park, you earn voting points which you can use on the Coca-Cola site to nominate your favorite park for the improvement grant.
I love the whole essence of this. First of all, it taps into a known consumer behavior and uses social media to enhance the engagement. Second of all, it's completely consistent with brand Coca-Cola and its American heritage. And lastly, it's such a good cause, one that is core to Americana at its finest. Right during the perfect time of year ... summer. Oh, by the way, while you are there why not grab a Coke.
Live Positively, as the brand says. A great example of big brand marketing do big work. I love it.
What's your experience? Jim.
President, Cohn & Wolfe North America
Author, The Experience Effect series