Content is King and more and more brands are embracing digital branded content to tell their stories and build relationships with consumers. From Digital New Fronts to Real Time Marketing, the marketplace is quickly responding to this demand enabling brands and agencies to make it a staple in their marketing strategy.

This momentum is propelled by our target consumers’ wants and needs. Teens are in a constant state of discovery and have fleeting interest, which makes getting their attention a constant challenge. Their desires are all over the place; feeling competitive, creative, and spontaneous all at the same time. So we needed to make our message a meaningful part of their culture, adding value to what they’re already doing, finding the currency that makes them care and giving them what they crave.

We created branded snackable digital content that leveraged the online communities Teens were already actively engaging with and gave them access to the talent and experiences they love.

Our Digital content formula consisted of: Content Teens Love + the elixir in the iconic bottles + aspirational Teen talent.

With millions of views online, on TV, and in Cinema, the videos have already won the hearts of Teens… organically driving millions of views and quickly climbing.

Since launch, purchase intent has jumped 6 percentage points among infrequent drinkers, and online brand health metrics have increased substantially. And even better, Teens can’t stop talking or watching! The buzz and excitement surrounding the videos is driving positive sentiment for Coca-Cola!

In our first wave, Kurt covered two wildly popular songs, Feels So Close, and Little Talks, to authentically bring to life Coke’s uplift and energy in ways that surprised and delighted Teens.

Following this success, Kurt collaborated with some of today’s rising musicians, Zendaya, Max Schneider and Kina Grannis on a musical rendition of the Capital Cities hit “Safe and Sound”, bringing his friends together and capturing the enjoyment of sharing a Coke.

These videos became so popular, that we scaled them across our leading Television properties and across Cinema screens at all Coke-pour movie theatres in the US.