Coca-Cola expands into social commerce with Tweet-a-Coke

Knoxville, Tenn. — People who have a hard time finding their names on Coca-Cola’s new bottles can still share a Coke with a friend, as long as they have a Twitter account.

Coca-Cola launched the new Tweet-a-Coke campaign Tuesday, which lets a user tweet their friends a $5 e-voucher that can be redeemed for a small fountain drink at a Regal Entertainment Group theater.

"Regal Cinemas is excited to be Coca-Cola's first 'Tweet a Coke' partner," Regal Entertainment Group SVP, food service, John Curry said. "Together, Coca-Cola and Regal Cinemas have been bringing happiness to moviegoers for 12 years, and now we're teaming up to make this summer of sharing even bigger."

To give a Coke, users connect their credit card to their Twitter account, then tweet “@TweetACoke Enjoy” at the recipient.

The campaign is an expansion of the Share a Coke campaign that the company launched earlier this summer, which puts 250 of the most popular names on Coke cans and bottles. This is the first social commerce campaign for Coca-Cola, and is similar to Starbucks’ Tweet-a-Coffee campaign that it launched last year.