Coca-Cola gets interactive on Twitter for launch of Christmas truck tour

Coca-Cola has launched its annual Christmas truck tour with a twist that allowed the public to access details of the route by expressing their interest on Twitter.

A tweet was published saying the route would be revealed following 500 retweets:

That benchmark was reached on Monday, and the brand tweeted:

Seventeen of the 46 locations are new this year, and at each stop, people can take pictures with the truck as it lights up, and sample some Coca-Cola products.

Blue Rubicon is handling trade PR for the campaign, while Lexis is looking after consumer media.

A Coca-Cola Great Britain spokesperson said: "After many months of planning we created the best route, which covers a large regional spread and includes 17 new locations. We have also facilitated 65 per cent of the requests made this year by the public and local councils. Unfortunately, we can’t visit everywhere but we hope we’ve reached as many people as we can across the nation."

In addition, this year an on-pack promotion offers one Coca-Cola customer a personal visit from the Christmas truck and a hamper of festive treats worth £5,000.

For the second year running, the Christmas campaign will be supported by its TV ad Give a Little Happiness, which encourages people to spread festive cheer throughout the season.

Coca-Cola said that last year, there were almost two million hits on the website for the Truck Tour, and 50,000 official customer photos were taken across the 46 stops.

Bobby Brittain, marketing director for Coca-Cola Great Britain, said: "By launching a competition for a member of the public to win a personal visit from the Coca-Cola Christmas truck and making a further 46 stops across the UK, we’re looking forward to being able to give a little happiness to as many people across the country as possible."

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