Only Coke could give consumers a unique opportunity to ‘tweet the world’ and see their own Christmas message light up the iconic Piccadilly Circus screen in real time. But they needed our help to make it happen.Our 4-week campaign was soft-launched through an on-screen animation, encouraging passers-by to see their message ‘up here’. From then on, consumers simply tweeted their messages to @cokezone. These were moderated and those approved were displayed on the world-famous screen at an allotted time. They also appeared on a dedicated hub within Coca-Cola’s brand loyalty website, Coke Zone, via a webcam trained on the screen. This effectively extended the screen’s reach far beyond its geographical location, making it possible for people all over the globe to take part.The campaign was promoted through PR and other Coke-owned channels, while Coke’s Facebook Wall and Twitter feed were also used to drive awareness and participation.

During the 4-week campaign, over 5 million people saw the screen (1.2m each week in Piccadilly, with around 13,000 more weekly via the Coke Zone website). More than 81,000 Tweeters got involved, and Coke Zone’s Twitter following increased by 43%. Amongst the 935 messages displayed were several declarations of love – and two marriage proposals.This groundbreaking activity extended Coca-Cola’s footprint within the social media arena and gained exponential value from sites such as Campaign, Brand Republic and Tech Radar, giving extra visibility to the activity. In particular, interaction between Twitter users and @cokezone increased by 300% after a particular Campaign article was published.