Even those with more unusual names didn’t have to go without their personalised bottle of Coke On the campaign website, every visitor could write their own name on the bottle and order it for €1.99 for home delivery with just a few clicks. The sales system that had been specially created was really tested during the first few days as huge numbers of the personalised Cokes were ordered – for the buyers personally, but also as gifts, as something personalised to take to parties, or to put in the office fridge so it could not be mistaken for anyone else’s.
The individual URLs on the cans fuelled the campaign hashtag #MeineCoke (My Coke) and spread the idea digitally. The cans were especially prominent on social media with 59,000 postings by consumers and 12 million views. The accompanying activities also took the internet by storm, such as the real-time rendering of videos that could be personalised. On the campaign website, teens could take part in the video “Dancing bottles” – and star in a video themselves with their name and the names of three of their friends on the bottles.