Coca-Cola Summer 2010
Our role
To create an always-on digital strategy for Coca-Cola during 2010 to engage with a teen audience.
Challenge
To establish Coke as the brand that teens actively encourage a relationship with (through social media) everyday to drive frequency of consumption and brand affinity. We sought to allow teens to be engaged by and enjoy Coca-Cola digital activity such that they experience the Coca-Cola brand as providing little moments of happiness in their virtual world and pass those happy moments on to friends.
Solution
Use social media and content to deliver relevant ‘Coca-Cola’ cool credentials / social currency to teens to facilitate social interaction. This will enable teens to experience the Coca-Cola brand as providing little moments of happiness in their virtual world.
We created a range of engaging mechanics to provide teens with ‘new news / cool credentials’ from the brand at regular intervals throughout 2010, centred on Facebook, the dominant social network and digital hang out for Irish teens. This resulted in the development of two phases of local activity within the Global Coca-Cola Facebook page, starting with a World Cup application which was live in May and June, followed by a summer game application (Rumblebug) live from July to September.
World Cup: Despite the fact that Ireland did not qualify for the World Cup, Coke decided to develop a Facebook application to give teens a digital route through which they could celebrate a team active in the World Cup. The application served as an interactive hub, where teens could follow the progress of the World Cup, vote on the outcome of games and share in the excitement with their friends.
Summer: Development of an interactive, side scrolling online flying game, inspired by the global Heist summer TVC. The online game was developed as a Facebook Application integrated into the global Coca-Cola Facebook page. The TV ad featured 5 bug characters which we animated, and players were then tasked with navigating the bugs through five different levels of increasingly difficult terrain to complete the game. En-route gamers also have the opportunity to collect icons to be in with the chance of winning phone credit, instantly, or entering into the daily draw for an iPod Touch. This ‘instant win’ functionality was an important driver of repeat game play, providing teens with a ‘what’s in it for them’ solution.
Target Group
All Irish teenagers.
Highlights / Awards
- Grew the audience profile of Irish fans on the Global Coca-Cola Facebook page from approx 3,000 fans in April 2010 to over 68,000 fans by the end of September 2010.
- Brad Rufkess (Social Media Marketing Manager, Coca-Cola Global) said: “This is some of the most effective online work I've seen thus far. Keep it up. Brilliantly creative and really leveraging everything available”.
