Premiile obtinute la FIBRA #2:
- BRONZE FIBRA @ Social Media
- BRONZE FIBRA @ Brand Promotions
PRESENTING THE CASE
Campaign / Execution Summary
This summer Coca-Cola sponsored Electric Castle, one of the biggest music festivals in Romania. And guess what? They had tickets to give away. As did every other brand. But instead of giving the 200 tickets to 200 people, we gave 200 tickets to ONE person. Coca-Cola created a real time online show about the teen who won 200 tickets and his quest to find his closest 200 friends to join him for a music festival. In less than a week we had a community of 6.9 million people talking about our promo on Facebook.
Context / Problem / Opportunity / Insight
In 2017 Coca-Cola sponsored Electric Castle, one of the largest music festivals in Romania. Coke had tickets to give away. But so did many other brands. We decided to turn the promotion into an online content show. So, instead of giving 200 tickets to 200 people, we gave 200 tickets to... One person. Thast's how My Closest 200 Friends was born. An online show on Coke's Facebook page about a teen who won 200 tickets and his quest to find his closest 200 friends to join him at the festival. We selected the winner by challenging people to tell us what true friendship really means.
The answer with the biggest amount of likes got the tickets. A regular guy named Silviu was the winner. Finding reasons to choose friends was easy at the beginning, but finding the entire 200 friends turned out to be more difficult than it sounded. The harder he struggled, the funnier his reasons became. So, if at the beginning he chose his fast contacts in the phone agenda or his going-out guy, later on he chose a friend because he never snores and another one because his haircut was worse than his.
When Silviu ran out of inspiration he began asking people to become his close friends, and the Internet reacted: he received hundreds of friend requests and messges. Thus, Electric Castle started and Silviu had the biggest gang at the festival.
The show's organic reach on Facebook was 6.9 million, and more than four thousands applied to become Silviu's close friends. Coca-Cola made the most of a simple promo by turning the rules of a promo upside-down.
Being one of the many Electric Castle sponsors, Coke was looking for a simple solution to maximize the visibility of its partnership. As part of Coke's larger effort to connect to the teens and young adults, the campaign needed to reach and engage an audience larger than the one directly interested in the festival. So a larger, more universal insight was needed.
Target Group
The campaign target was made of young people aged 18-24, with a Facebook account and interested in music. Especially live music. Most of them had many online connections, and had been in the situation of going to a concert or festival with a group of friends.
Results
Looking for a simple way to maximize its visibility, Coca-Cola turned the Electric Castle sponsorship not into a regular promotion, but into an interactive content series for the music lovers. Hosted onto the Coke Facebook page.
The show's organic reach on Facebook was 6.9 million. The campaign minisite had 34.747 unique visitors, out of which more than 4300 applied to become Silviu's friends.
Simply put, Coca-Cola made the most of a promo by... Changing the rules of a promo.
INFO
Agency/Company: McCann Worldgroup Romania
Entry Case Title: My Closest 200 Friends
Brand: Coca-Cola
Client: Coca-Cola
CREDITS
Chief Creative Officer: Catalin Dobre
Executive Creative Director: Ioana Filip
Group Creative Director: Jonay Sosa
Art Director: Roxana Nita
Copywriter: Adina Stanescu
OTHER CONTRIBUTING COMPANIES
Media Agency: UM Romania
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