Coca-Cola
America’s Park
Taking a global brand into communities in an effort to get families outside
Assignment
Many parks are in a state of decline. Coca-Cola wanted to do something to help restore those parks and reinforce its commitment to healthy, active living.
America’s Park
Coca-Cola sought to show their support for America’s parks as a vital resource for active, healthy living. To help with this effort, we developed the Coca-Cola’s America Is Your Park contest. The contest engaged socially active and influential American Moms looking for ways to keep their families healthy, while reassuring consumers of Coca-Cola’s commitment to building a healthy future
The program had a significant lift it customer perception and was considered one of the best efforts the company developed to help fight childhood obesity.
Vote for your park.
For a campaign that relied on the participation of a busy and time-strapped public, it delivered. More than 13 million votes were cast, 38,000 park photos uploaded and more than 17,000 videos viewed online.
That effort won the honor of Best Community Relations Campaign in the 2012 PR Daily Awards.
This was the first effort that the brand allowed the use of social media as part of the program mechanics. As a result, entrants were able to check-in and vote via Facebook Places, a well as sharing photos on the campaign website.