Here's the story.
They wanted to launch the largest experiential trial program ever attempted for the company.
The product was Coca-Cola Zero.
With a large national team on the ground, we distributed over 15 million cans of Coke Zero to teens and young adults in close to 50 markets nationwide over the span of 49 weeks. The activation was a highly sharable experience with thirst-quenching gaming lounges and share-worthy photo ops. Teens who engaged on-site were directed to a laptop station where they could sign up on the cokezeroitspossible.com website and share ideas on what they could make possible in the years to come.
An online community was created to engage with the campaign and be a part of its evolution throughout the year. We took the online data and implemented the best ideas into the logistical plans in real-time. Word-of-mouth tracking was achieved by distributed special codes where people could choose to tell us about the conversations they had with Coke Zero.