Coca-Cola celebrates Valentine's Day with first drone show in HK

Coca-Cola is celebrating the upcoming Valentine’s Day with its first drone show in Hong Kong. Also known as “Meet on 2.14: Together, share your heartfelt wishes with Coca-Cola”, the show aims to bring people closer through shared moments of happiness, said a spokesperson from Coca-Cola Hong Kong in a conversation with MARKETING-INTERACTIVE.  

This event celebrates Chinese New Year, Valentine’s Day, and the spirit of togetherness, featuring drone formations showcasing Hong Kong-specific meal occasions in the sky, an exclusive audio guide by local actor Louis Cheung, synchronised animations at the Ocean Terminal Deck, and themed photo-taking zones and a blessing wall, added the spokesperson.  
  
“We aim to create a meaningful and joyful occasion where people of all ages – whether couples, families, or friends – can come together, share heartfelt wishes, create special moments and unforgettable memories, and enjoy Coca-Cola.” 
  
Done in partnership with Ernest & Donald Marketing Communications and media agency EssenceMediacom, the campaign wishes to inspire connections and make everyday moments extraordinary by blending innovation, tradition, and brand storytelling, said the spokesperson. 
 
“Through this immersive drone show, we will spread joy and create a magical night where happiness soars – all while enjoying the refreshing taste of Coca-Cola,” the spokesperson added. 
  
The initiative is built around creating a shared experience that reinforces Coca-Cola’s brand values of togetherness, celebration, and joy. By aligning the event with Chinese New Year and Valentine’s Day, the campaign taps into two culturally significant moments, appealing to a diverse audience across different relationships – couples, families, friends, and colleagues, said the spokesperson. 
 
The strategy leverages a 360-degree marketing approach, combining digital and influencer engagement, social media activations to encourage participation, and retail promotions to build anticipation before the event. Interactive elements, such as inviting consumers to submit heartfelt wishes to be displayed in the drone show, encourage deeper brand participation.  
 
On the ground, the event integrates immersive brand experiences, from Coca-Cola sampling to branded photo zones, maximising audience engagement and social media shareability. Post-event, the strategy extends the campaign’s impact by amplifying user-generated content, media coverage, and ongoing retail activations, fostering an emotional connection with Coca-Cola and ensuring long-term brand recall. 
  
To amplify the campaign, social media activation has taken place to encourage consumers to share their heartfelt wishes with their loved ones for a chance to win tickets to the event. There has been a teaser release to generate excitement and build anticipation for the event.

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