Coca-Cola eBoy Campaign 2009

Best Use of Social Media:

Why this campaign qualifies for this category

The 09 Coca-Cola ‘eBoy’ campaign proved to be the most successful online campaign executed by Coca-Cola Ireland to date, due to its ability to engage and interact with its target audience across a range of popular social media vehicles. The campaigns success was central to strengthening Coca-Cola’s No 1 position in the Irish soft drink category during a difficult, recession fuelled 2009.

Bebo was selected as the main hub of campaign activity, a sponsored profile on Bebo was developed to host involving pixilated maps of the 4 main cities in Ireland, within which we embedded a simple, interactive treasure hunt game, with clues and tips which guided the player to hidden prizes. Bebo was selected due to its popularity among Irish teens, and its inbuilt social networking capabilities which were used to drive conversation and excitement. Branded profiles were also set up on Facebook & Twitter to engage teens that had migrated to different social communities and drive them back to the interactive flash game content on Bebo. Awareness was created for the campaign using a range of digital marketing techniques (see links below), as well as an active seeding strategy with leading bloggers and influencers.

In just four weeks, 77,000 visits were recorded to Bebo which represents 18% of total teens in Ireland (Ire pop 12-19: 450,481) and 40% of our target audience on Bebo (Bebo Users Ire 13_18 years = 197,540). The campaign also had a positive impact on sales, with a 4% increase in drinkers and a 2.8% increase in sales volume during May | Jun 09 when compared to the previous year. The campaign also created a strong community following of 2,400 fans on Bebo, 397 followers on Twitter and 400 fans on Facebook.

Main campaign website
Bebo
Online game (working version)

Other social networks:
Facebook
Twitter

Online Advertising:
Bebo HPTO
Belfast
Cork
Facebook ad