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ATLANTA — Coca-Cola Co. is readying what it calls its largest summer marketing initiative to date, with a focus on encouraging families to "get out and get active."
The beverage giant said Tuesday that it has enlisted dozens of high-profile partners to offer "hot prizes, cool experiences and special deals" as part of the Coca-Cola "Open For Summer" campaign.
MyCokeRewards.com/summer will serve as the summer campaign’s online hub, offering giveaways every hour and every day through Labor Day, according to Coca-Cola. Prizes range from tickets, gift cards and premium items to once-in-a-lifetime experiences, the company said.
Examples of prizes include trips for four (including airfare, hotel transportation and spending money) to some of the nation’s favorite theme parks; VIP golf trips for two to Pinehurst and Pebble Beach; a weekend fishing trip for two with a professional angler; a trip to the NASCAR Sprint Cup Series Advocare 500 at Atlanta Motor Speedway and a 160 MPH ride-along in a real stock car; VIP concert getaways; and movie tickets for a year
The giveaways are offered through exclusive Coca-Cola Open For Summer partnerships with such brands as AMC Theatres, Bass Pro Shops, Busch Gardens, Carmike Cinemas and Cedar Fair Amusement Parks (including Cedar Point, Knott’s Berry Farm and Knott’s Soak City). Also participating are Clear Channel Media and Entertainment, Coppertone, Delta Airlines, Hilton HHonors, Holiday Inn Resort, SeaWorld, McDonald’s, NASCAR, the PGA of America, Sheraton Hotels and Resorts, Six Flags, Southwest Airlines, United Airlines, Universal Orlando Resort, Universal Studios Hollywood and others.
"There’s nothing quite like an ice-cold Coke on a hot day, and we’ll be there every step of the way as people enjoy the very best of summer," stated Stuart Kronauge, general manager of sparkling beverages for Coca-Cola North America Group. "We’ve assembled an unprecedented list of partners to help families make the most of the season."
For Coca-Cola Open For Summer, the company has set a goal to inspire 3 million people to get active this season. Dubbed "Get the Ball Rolling," the effort encourages millions across America to be active through a variety of Coca-Cola sponsored activities and events. Every summer weekend, from June 21 to Sept. 2, Coca-Cola will award one Shine activity tracker by Misfit every hour to a lucky winner through MyCokeRewards.com. The device allows users to track activities, such as swimming and biking, while syncing with their smartphones.
Limited-edition Coca-Cola packaging will appear on store shelves in May. The six designs depict images of summer’s most celebrated pastimes, including food, wave, sports, travel, entertainment and outdoors. Cans, outer packaging and specially marked 12-pack and 20- and 24-can packs will feature unique codes that unlock rewards at mcr.com/summer.
Open For Summer advertising will span television, digital, out-of-home and mobile channels. A new TV spot showcasing a montage of moments synonymous with summertime will debut during the finale of "American Idol," which runs May 15 to 16 on Fox. Open For Summer ads also will appear across social and digital platforms such as AOL and Facebook.
And online at CokeSummer.com, visitors can view an interactive film that features iconic summer moments as well as open videos that reveal related content and offers. The experience inspires fans to capture their #BestSummerMoment and share photos of those moments via social media.
