Coca Cola Success Story

Coca Cola Online Advertising Campaign

The Challenge

The Coca-Cola Company is the world's largest beverage company. In June 2005 they introduced Coca-Cola Zero®, their largest product launch in 22 years. Diet beverages are historically more popular with the female audience. However, in August 2007, leading advertising agency Crispin Porter + Bogusky (CP+B) was developing a large online advertising campaign for Coke Zero to attract a target market that traditionally did not consume diet beverages. An important component of the multimedia campaign for Coke Zero involved creating a unique digital advertisement that would allow Fantasy Football fans to create and personalize a victory dance animation via banner ads on their favorite Fantasy Football website or on a landing page at cokezero.com. Fans would be able to quickly submit their custom victory dances during games, so the interactive experience was also in real time. Coca-Cola now had a great idea, but they needed a team to execute this project flawlessly.

The Solution

Oshyn was brought in to develop this interactive functionality based on very complex requirements. Using the visual design created by CP+B, Oshyn designed the Flash animation so the victory dances created by fans would be displayed on banner ads that would automatically be timed with music and play back with movie quality. The success of this multimedia campaign required Oshyn to provide the user with as much power and choice as possible without sacrificing usability.

Users could quickly upload and edit photos that could be then resized, rotated, cropped, and superimposed on their individual football players.
The options for Victory Dances required creating 15 difference dance segments, so users could construct their own dance by selecting an opening move, middle move, and finishing move.
The banner area where victory dances would play was expandable, so fans could edit and preview the dances without leaving the website.

The Results

Coke Zero - Victory Dance courtesy of EAA on Vimeo.

Oshyn tackled this project with creativity and a high degree of technical expertise to deliver an end result that met the expectations of the advertising agency, Coca-Cola, and the fans. Following the campaign’s launch, the average time on site was doubled. Visitors stayed on the website longer because the quality of the interactive component to drew them in, to create and re-create movies. During the campaign, traffic on cocacolazero.com was substantially higher than Pepsi’s two websites dietpepsi.com and oneify.com combined. Coke Zero was the most successful product launch in 25 years and has already become a billion dollar brand.

About The Coca-Cola Company

The Coca-Cola Company is the world's largest beverage company with a selection of over 450 sparkling and still brands. Along with Coca-Cola®, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®, vitaminwater, POWERade®, Minute Maid® and Georgia® Coffee. The Coca-Cola Company is the world’s No. 1 provider of sparkling beverages, juices, juice drinks, ready-to-drink teas, and coffees. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of 1.5 billion servings a day.

The Technology