July 9th, 2012
Coke Warms Up Summer With Foursquare and Paul McCartney
By Christopher Heine
Coca-Cola is dialing up its efforts to combine social media with outdoor events, following a successful initiative around a Paul McCartney concert.
In a goodwill effort dubbed “America Is Your Park” (AIYP) that runs through July 15, Coke is inviting Foursquare users to check in to their favorite local, state or national park. The check-ins equate to votes in a contest where the winning public park gets a $100,000 grant from Coke, while second place garners $50,000 and third place, $25,000. Consumers can also vote online. AIYP is in its third year, but it’s the first time Foursquare has been employed (and reportedly is only the second time Coke has run a Foursquare-based promotion in the U.S., in contrast with rival Pepsi, which has been active with with app since its inception).
And Coke is giving park enthusiasts an extra incentive to check in. While an online vote produces a single tally for the consumer’s favorite park, a Foursquare check-in registers 100 votes. Coke is steering its 45 million Facebook fans to a dedicated campaign page on the geosocial app, where they can learn about national parks, share links and tap a button to tweet about the effort.