Kroger Plays Patriotic Music with Coke

Kroger and Coca-Cola Co. changed up their annual cause campaign for the USO (United Service Organizations) to integrate the musical focus of the manufacturer's national "Share a Coke" campaign.The partners are again donating a Coke (up to 100,000) for every consumer who visits the website for Kroger's annual Honoring Our Heroes summer campaign. This year, the website also allows consumers to send service members a customized photo slideshow set to one of the song lyrics found on Coke bottles during the manufacturer's "Share a Coke and a Song" summer campaign. Display ads on news websites including cbs5az.com and alternet.org support. Coke ran co-op radio spots with Kroger plugging the national campaign.Elsewhere, an account-specific Share a Coke sweepstakes asks consumers to post on Kroger chain Facebook or Twitter pages which patriotic tunes they would like on a Coca-Cola bottle. The sweeps, which runs from June 2-8, awards 200 winners with a free Coke. Facebook and Twitter updates support.In related activity, stanchion signs in stores spotlighted the $1 million donation that Kroger is making to the USO for the second year in a row. Circular features profiling Kroger employees who are veterans also promoted the pledge and encouraged shoppers to make their own contributions through honoringourheroes.com or by buying patriotic-themed reusable bags in stores. Carousel ads on chain home pages and Facebook and Twitter updates linked to the campaign website. The campaign also incorporates radio spots, run-of-press ads in regional newspapers including The Tennessean and The Cincinnati Enquirer, and display ads on newspaper websites such as washingtontimes.com.Kroger also joined with the USO to sponsor a series of three barbecues in May and June for military families at bases in Anchorage, AK; Virginia Beach, VA; and Fort Riley, KS. Coke is activating its own 75-year sponsorship of the USO on 24-packs containing cans decorated with an American flag theme and the lyric "I'm proud to be an American."

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