Busy schedules, smartphones and on-demand entertainment has gotten in the way on family bonding time, especially at dinner. In Romania, 60% of people do not eat meals together, instead they eat dinner alone in front of the TV. Coca-Cola wanted to change this, and enlisted the help of MRM Worldwide to integrate live tweets into a TV spot.
At the bottom of the ad, there was a text bar that hosted tweets from fans featuring the hashtag #LetsEatTogether. MRM live-edited the tweets as they flowed in and chose up to seven tweets to show each time the ad was played. Most of the tweets were addressed to specific people, with friends inviting friends to have a meal together and enjoy each other’s company.
As a result, Coke’s Twitter base in Romania increased 15% and the ad garnered over 1 million social media impressions. Placing live Twitter mentions into a pre-recorded ad presents an incredibly innovative way to combine traditional advertising formats with today’s social media, and proves that you can really invite someone over for a meal through your TV.
Why I’m Curious
While we see tweets show up during the broadcast of live TV shows, This ad not only made people look forward to commercials, but also interact with an ad, and of course, it can’t hurt that it resulted in increased sales. I do wonder how successful this would be in the U.S. when so many people do DVR shows and skip commercials as well as those who opt for services like Netflix rather than have cable.