! ! # 4! !SHARE A COKE!!CONCEPT:!!Coca Cola decided to make the brand about every one of us, using!mass personalization. That is, your name (and then your friend’s and!neighbor’s names) replaced their logo.!! This was a completly integrated campaign using outdoor, TV,!Social Média, Press, Retail Stores…!!RESULTS:! ! 7% increase in young adult consumption! ! 12 million earned media impressions!!VIDEO: http://youtu.be/2l_WzEdUd0o! 18! LaMercatique!