Leveraging iconic Coca-Cola Christmas themes of past and present created an immediate identification with the creative among the target audience, and synergy with above-the-line Christmas activity.

Personalizing Coca-Cola content resonated with a target audience for whom mobile content has traditionally meant standardized generic imagery, at a price. Allowing users to include personal messages in their greetings enhanced the user experience and enabled Coca-Cola to engage participants to a depth rarely experienced in a mobile campaign.

At its peak, the click through rate was 21% with a campaign average of 9.5%. In total, 114,000 cards were sent (1.7 per user) with a 54% average collection rate with a tier 1 viral transmission rate of 18% and a £0.075 cost per acquisition based on media spend.