Australians Can Ask Alexa for a Personalized Bottle of Coke
Australians can ask Alexa for a personalized bottle of Coca-Cola as part of a promotion for the soda company’s current ad campaign. “Alexa, Share a Coke” will initiate the eventual delivery of a free bottle of Coke with the requested name on the label.
Alexa the Soda Jerk
Once the Australian Alexa device owner asks the voice assistant to share a Coke, they will get a text message on their smartphone with a link to Coke’s personalized bottle website. They fill in their delivery details and the name they want on the bottle, and the coupon to make it free is automatically applied. Australians interested in the promotion have until February 4 to complete the order for free. The offer extends the ongoing ‘Share a Coke’ campaign that Coca-Cola has been running with Oglivy. To build the Alexa skill, Coca-Cola worked with Australian digital agency Versa, the company behind the Alexa skills for Australian insurance agency nib and New Zealand’s All Blacks rugby team.
“Voice-assisted lifestyles are becoming increasingly popular among consumers so, at Coca-Cola, we are super excited to work with Amazon and build on the success of one of our most iconic campaigns, Share A Coke,” Coca-Cola South Pacific marketing director Lucie Austin said in a statement. ‘This campaign enables customers to Share A Coke in a fun, new and innovative way via Alexa.”
Voice Coupon Marketing
Marketing coupons using voice assistants is starting to become more popular. British startup Send Me a Sample partners with brands to do just that in the United Kingdom, including for DKNY perfume, Bacardi, and Coca Cola’s own Diet Coke Exotic Mango. Voice assistants are becoming just another channel, like social media, to boost awareness and interest in a product.
The interest in bringing ad campaigns to voice assistants makes even more sense in Australia, which has a notably high rate of smart speaker adoption, according to Voicebot’s data. At the moment, however, Google Assistant-powered smart speakers are far more prevalent than ones using Alexa. That doesn’t detract from the overall potential of voice assistant marketing, but if these companies want Australians to share a Coke, they’ll need them to start sharing Amazon Echos first.