Diet Coke is continuing its ‘Love It Light’ campaign with the creation of a pan-European content hub on Facebook.
Developed by FullSIX, the ‘Love It Light’ hub will offer consumers news, gossip, fashion, music and humorous content along with rewards and competitions.
The site can be accessed at www.facebook.com/dietcoke, the pan-European hub has been created to sit on the global diet Coke Facebook profile.
The page will also feature the stars of the television commercial, Eleanor, Bernadette and Irene. FullSIX has created a series of webisodes featuring the iconic 80s anthem Maniac. Housed on YouTube as well as the Facebook hub, the feisty femmes are captured in 24 scenarios, entertaining Facebook users over the coming year.
A partnership with online portal Netvibes delivers music and fashion tips and relationship advice whilst the diet Coke status shouts up-and-coming news for the brand. Additional rewards, including ringtones, wallpaper and competitions will appear throughout the year and also link through to the Coca-Cola loyalty site Coke Zone.
Diet Coke will drive traffic to the profile via a online campaign across targeted sites including tailored ads on Facebook. Social media agency, Mediatronica, will be seeding the content across Europe using an influencer model alongside Twitter sponsorships and toolbar buys. In addition, the link will be included on outdoor, TV and radio.
A Coca-Cola Great Britain spokesperson says: “Facebook allows us to engage in a two way conversation with our target audience and is a fantastic medium for engaging both new and existing diet Coke fans with the ‘Love It Light’ campaign. We're delighted to be using the fresh and exciting content to give our consumers a daily lift.”
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