The power of television gave teens the chance to express themselves with the whole world as their audience, creating their own personal video-based media experience to share with peers. Teens purchased air-time in “KONEC-TV” via Coca-Cola’s virtual currency, “Morlacos,” and uploaded videos directly into EXATV’s website. The more virtual money, the lengthier the personal video.

Consumer response has been enormous: an average of 3,400 videos per month and over 2,000 new video blogs were added nationwide. Success expanded beyond Mexico’s frontiers, as teens from Colombia, Venezuela, Costa Rica, Guatemala and Honduras have requested Coca-Cola to expand this initiative into their territories.