The beverage brand combines live tweets with pre-recorded spots in an effort to help people rediscover the happiness of eating meals together.
Smartphones, arduous work commutes, and Netflix shows have taken over our lives these days and can get in the way of bonding time with our nearest and dearest. In fact, a whopping 60% of Romanians do not eat meals together, instead opting to live a solitary culinary life in front of their TV sets.
Coca-Cola Romania enlisted MRM Worldwide to help Romanians rediscover the happiness of sharing a meal together. They ran a typical ad showing family and friends coming together with the help of Coca-Cola. However, unlike any other spot ever created, this one integrated live tweets on national television.
At the bottom of the ad, there was a text bar that hosted tweets from fans featuring the hashtag #LetsEatTogether. MRM live-edited the tweets as they flowed in and chose up to seven tweets to show each time the ad was played. Most of the tweets were addressed to specific people, with friends inviting friends to have a meal together and enjoy each other’s company.
As a result, Coke’s Twitter base in Romania increased 15% and the ad garnered over 1 million social media impressions. Placing live Twitter mentions into a pre-recorded ad presents an incredibly innovative way to combine traditional advertising formats with today’s social media, and proves that you can really invite someone over for a meal through your TV.