Coca-Cola Taps Natasha Bedingfield For Holiday Campaign
Coca-Cola has tapped pop star Natasha Bedingfield for its 2011 fully integrated holiday marketing campaign.
It will launch Bedingfield's version of the holiday anthem, “Shake Up Christmas,” in six languages, along with new television spots, online and mobile experiences, in-store promotions and packaging.
This year's campaign, the company said, builds on its 2010 campaign that surrounded the world inside Santa Claus' snow globe, where people who are bogged down by their regular day-to-day activities are brought together to celebrate the holidays and enjoy moments of happiness.
Additionally, components of this year's digital campaign include an application to create and share personalized Christmas greetings by cropping a photo into a dance performance to “Shake Up Christmas,” a Facebook gaming application and gifting of mobile assets, such as customized Christmas wallpaper and ringtones.