Coca-Cola Christmas Truck
The Coca-Cola Christmas Truck is now a festive icon. During Coca-Cola’s experiential tour of the Christmas Truck, three strategic locations were identified through which the team at Coca-Cola wished to drive additional media attention and community engagement.
Sway negotiated and managed a two pronged approach to the campaign – activity designed to drive pre event coverage, and activities focussed on the event itself.
Firstly, we worked with the region’s biggest regional print title, The Echo, to search for and surprise a local community hero. The night before the trucks public event, the team arranged for a very special Christmas delivery for the winner and his local community.
Coverage spanned six different editions and created such a wealth of interest on the public day that people happily waited up to 2 hours to have their picture taken with the Christmas Coca-Cola Truck.
Anticipating crowds, on the day, Sway worked with Regional Radio Capital FM and through its DJs identified a rising musical star from Liverpool who played an impromptu gig on site at the Christmas truck with Capital FM reporters running live and pre-recorded links from the truck throughout the evening.
- Project Title Coca-Cola Christmas Truck PR
- Category Event media relations
- Client Details Coca-Cola
- Project Type Media relations support