Advertiser ■ Coca-Cola
Industry ■ Food
Media used ■ Direct mail & web
Target group ■ most influential celebrities in Brazil
Date ■ 2013
Coca-Cola Zero, the official sponsor of one of the world’s largest music and entertainment festivals Rock in Rio, launched a special edition of cans, featuring all music styles among it’s attractions.
The challenge was to promote this launch and generate a huge buzz among music fans. So they designed a VIP-Kit, containing a full set of Coca-Cola Zero musical cans and sent it to the most influential celebrities in Brazil. The cans in the kit could be scanned with a mobile app, launching playlists from bands playing in the festival.
And to make it a complete experience, the agency turned the VIP Kit into a passive acoustic amplifier, making it ready to play the songs att full blast. with no cables, no electricity. Just the smartphone's speakers.
- 1.7 million people reached in social networks trough posts shared by celebrities.
- 30 thousand likes in the first day.
- Over 500K US Dollar in earned media.
- Sales increase in more than 5%