Power Book 2015: Share a Coke beats ALS Ice Bucket Challenge as top PRs' campaign of the year

Share a Coke is the favourite PR campaign of the past year among senior comms professionals listed in PRWeek's Power Book, narrowly beating the ALS Ice Bucket Challenge.

Share a Coke: Campaign won favour with Power Book entrants
Share a Coke: Campaign won favour with Power Book entrants

The Coca-Cola campaign, which encouraged customers to share pictures of Coke cans and bottles emblazoned with their names, beat the charity drive by just one vote.


READ MORE: click here for the full Power Book list


The ALS campaign became a summer phenomenon, attracting some of the world’s biggest celebrities and raising $115m (£73.5m) to date to fight neurodegenerative disease after a huge number of people shared their videos on social media and challenged others to do the same.

A similar trick was pulled off by Cancer Research UK’s No Make-Up Selfie campaign, which also impressed Britain’s PR community as it raised millions through promotion on social media.

That campaign was fourth in the list, behind WestJet’s Christmas Miracle and ahead of the telekinetic coffee shop stunt to promote the release of the remake of the film Carrie.

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