There were an estimated 111 million viewers of Super Bowl XLVIII on February 2nd. As the advertisements often hold more clout than the football game itself and the ad spots retailed for about $4 million each, Coca-Cola aired the song “America is Beautiful” being sung in 8 different languages. Additionally, diverse couples, relationships and landscapes were also represented. These qualities are reflective of the unique American culture, and encompass Coca-Cola as a global company. Curiosity encouraged research of the opinions that followed, specifically what was being said on Twitter.
In dissecting the messaging with the #AmericaisBeautiful from February 3-7, the estimated reach of the campaign was about 26,968 impressions and 19,703 “Tweets” in the week following the Super Bowl. Utilizing a hashtag is a great communication tool on Twitter as a way to cultivate relationships with stakeholders and make the company or campaign easily searchable. The news media broadcasted the negative responses, however the responses actually were overwhelmingly positive, supportive, or a counterattack to those utilizing #boycottcoke, #speakamerican, or #teampepsi. By sheer number of people reached was advantageous to Coca-Cola.
It’s clearly shown that following the Superbowl ad, the number of times that #AmericaisBeautiful was used; heavily out numbered the frequency of negative hashtags that were trending that same week. For every negative response, there was an average of 15 favorable ones. At 2.3 million followers, the running theme was for people to post a “quippy” response of recognition and admiration to Coca-Cola along with a picture or historical fact that reinforced the company’s message of unity and diversity. Favorable responses included, but were not limited to, the office of the Vice President of the United States Joe Biden, Ryan Seacrest, and Cheerios. While these did not appear to be solicited endorsements, it was gratifying to see larger brands and people defend brand image and corporate reputation, these were also comments that were retweeted, thus perpetuating the reach of the campaign.
Extending the company message of inclusion and multiculturalism with Americasselfie.com was an outstanding way to continue the campaign and extend interactivity and collaboration. On this site, photos were uploaded by people to show why they think America is beautiful, utilizing the same #AmericaisBeautiful. It was a brilliant way to build and enhance relationships with consumers and those that supported the campaign. Additionally, this was an excellent way to utilize the current trend of “selfies” and promote two-way communication with followers. A Coca-Cola product did not have to be present in the photo, which makes consumers feel involved and valued.
“For 127 years, Coca-Cola has been proud to be a part of bringing friends and families together while memories are made,” said Katie Bayne, president, North America Brands, Coca-Cola North America. “With ‘It’s Beautiful,’ we are simply showing that America is beautiful, and Coke is for everyone.”
Coca-Cola aired a commercial in 1971 “I’d like to buy the world a Coke” which conveyed a similar message as this one. The results show that the overall emotional response was positive, supportive, enjoyable, and appreciative. As a company attaining a Klout score of 92 and being named “trendsetters”, exemplifies their abilities as a company of being high-impact, high-influence, and highly engaged. The #AmericaisBeautiful campaign succeeded in utilizing the features of Twitter as an avenue for brand awareness and to show an active presence on a social network.