Social Media and Marketing Case Studies - Coke's Shadowman

Self-expression, creativity and playfulness – Coke’s Shadowman

Coca-Cola launched Shadows, a summer outdoor advertising campaign in Ireland that invited people to take photographs of Coke cans together with a striking shadow image as competition entries to win £700. The creative challenge was spread via a Shadowman profile on the social networking site Bebo, where members could friend the Coke Shadow Man character and then send in their photographs. There was also a dedicated competition site, CocaColaShadows. Coke’s satisfaction with the campaign results has led to further marketing via Bebo.

Screenshots: Coke Shadowman montage - detail of Bebo profile with Coke video and photos of entries (left) and two entries (right)

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