Share a Coke - An Investigation of Social Media Marketing

Martin Myssen, Lasse Duus Rasmussen & Victor Frederic Wagn Trougaard

Studenteropgave: Semesterprojekt


This investigation examines the underlying factors behind audience participation in Coca-Cola’s ‘Share a Coke’ campaign, which became a trend on social media in Denmark in the summer of 2013. A questionnaire was formed in order to conceptualise the audience as a field of respondents, and questions were composed to conduct a reception analysis and gain an insight into the respondents’ knowledge of the campaign. The answers were processed and categorised into four segment groups, chosen through random sampling. A qualitative investigation was launched with four interview subjects resembling the profiles of the four segments, in order to test the claims and findings derived from the questionnaire. This empirical data collection has been subjected to theoretical aspects of agent behaviour on social media in relation to habitus, capital forms and value creation, as predictive instruments to explain why the interview subjects would choose to actively participate in Share a Coke. The interview subjects gave rich accounts of their experiences, conclusively leading this investigation to find that active participation in Share a Coke leads to a reproductive pattern that enhances the campaigns visibility on social media exponentially.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato20 jun. 2014
VejledereHans Christian Asmussen


  • Bourdieu
  • Share a Coke
  • Social Media
  • Coca Cola
  • Value Creation
  • Marketing