Unwrapping over 400 holiday stories. On air.
What’s better during the holidays than making someone happy? We asked talent and local residents to share their stories across the country.
Coca-Cola tasked the CBS Altitude Group with a simple, yet powerful assignment: Make an impact during the holiday season with messaging focused on how people make those in their lives happy.
What We Did
We celebrated authentic holiday memories with CBS RADIO audiences in 24 markets, with talent and listeners alike contributing with their own “Stories of the Season.” Select stations also lauded the day they switched to holiday music with Coca-Cola messaging – a day we affectionately referred to as ‘Flip Day.’ Messaging encouraged listeners to share their stories using the hashtag #ShareACoke.
What Made It Great
The power of CBS Altitude Group’s production and execution team allowed us to turn local residents into an army of broadcasters, inviting them to share their special holiday memories. This element in particular strengthened the authenticity of on-air talents’ stories, and gave our audience a voice in branded content with 456 local resident stories being broadcast over four weeks.